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Microsoft – Microsoft Office 2010 Time is now !. 01. 0 4.20 1 2 – 30 . 06 .2012. The client.
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Microsoft – Microsoft Office 2010Time is now ! 01.04.2012 – 30.06.2012
The client • Microsoft Corporation or often just MS is an American multinational computer technology corporation with 79,000 employees in 102 countries and global annual revenue of US $51.12 billion as of 2007. (http://www.microsoft.com/msft/earnings/FY08/earn_rel_q4_08.mspx) • Provides • licenses • wide range of software products for computing devices • hardware devices These products have prominent positions in the desktop computer market, with market share estimates as high as 90% or more as of 2003 for Microsoft Office and 2006 for Microsoft Windows.
The brief • Product • Microsoft Office 2010 sold on Open LICENSE(OpenL) • OpenL = it is a Microsoft Volume Licensing Program which is designed for companies with more than 5 PCs (you get minimum 5 licenses on a better price) • An OpenL contract contains minimum 5 licenses so the target companies must have at least 5 PCs • What’s to do? • Build awareness + get sales on Office 2010 on SMBs Sector • Promote the Volume Licensing • Make it memorable (like a campaign we did in 2010)
The challenges • Software Piratery in HIGH (approx 62%) • The IT market is not working very good because of the economical situation • We address to a lot of companies – we didn’t know which of them do have Office 2010 legal or not legal, or they have other free versions of Office (like OpenOffice) -> the message must be for everyone.
How we did it? Campaign design
Client debriefing: • I don’t want classic lead generation campaign • I don’t want followup (no bugdet) • I don’t want email marketing I want something different…
… so we had to come up with: A new way to deliver the message to SMBs.
… so we had to come up with: Office 2010 Pizza
Campaign design • Campaign concept: “Time is Now” (www.microsoft.ro/office2010promo) • Pizza is perhaps the most common and preferred food ordered at the office. Office Suite is also as popular as pizza by the benefits it offers. • … So why not have a break to enjoy your pizza, knowing that the Office Suite will help you accomplish your tasks successfully. • Starting from this concept we started the communication
Campaign design • The communication was done: • Offline • Online
Campaign design • Offline: • We made a partnership with the biggest Pizza Deliveycompanies in Bucharest and ClujNapoca (www.cuptorulculemne.com ; www.trentapizza.ro; www.treponti.ro) • We used the food delivery clients database for validation, screening with Microsoft database and segmentation (companies had to be SMBs and we were targeting only administrative headquarters) • We branded all the pizza boxes delivered between 11am – 15pm from Monday to Friday (98% of noon orders are delivered at the offices). • We used food delivery logistic department to deliver the branded pizza to Microsoft prospects. • On each order, the costumer received at least one branded pizza and the flyer of the campaign.
Campaign design • Online: • For the websites of each partner company we have listed the Office 2010 Pizza in their menu. • When someone presses the details button will be automatically directed to Microsoft Office promo page (www.microsoft.ro/office2010promo) • Beside these we posted the promotion banner on each site but adapting it to the company’s styles of banner. This was done to let the consumer think it was a normal pizza offer banner. • SOMETHING SPECIAL: • We’ve created a real Pizza Office 2010 decorated like the Microsoft Office’s logo that could be ordered from the company.
Cuptorul cu Lemne • Ingredients: • Microsoft Office 2010 Pizza base, • Tomato sauce with Word 2010, • Mozzarella with Excel 2010, • PowerPoint 2010 Ham, • Outlook 2010 green olives • and OneNote 2010 Cheese
Mechanics Campaign Landing page Register Buy Lucky draw
What happened? Results
People liked very much the idea! We received FREE advertising on blogs, facebooketc
Metrics • Up to now (the campaign is on until 30 of june): • 16000 branded pizza delivered • 120 Office 2010 pizza delivered • 752 unique visits on campaign landing page form the pizza boxes
Thank you and bon appetit, Cosmin Lacatusu Cosmin [at] createdirect.ro