D.I.Y. CLONING KIT by Wunderman Melbourne for Microsoft

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D.I.Y. CLONING KIT

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Australia
Agency Wunderman Melbourne
Creative Director Matt Batten
Art Director Zed Elliott, Matt Batten
Copywriter Jason Stubbs, Paul Clarke
Producer Matt Comensoli
Released August 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: MICROSOFT
Product/Service: TEACHER TOOLS
Agency: WUNDERMAN
Date of First Appearance: Aug 26 2009 12:00AM
Entrant Company: WUNDERMAN, Sydney, AUSTRALIA
Creative Director: Matt Batten (Wunderman)
Head of Copy: Jason Stubbs (Wunderman)
Art Director: Matt Batten (Wunderman)
Art Director: Zed Elliott (Wunderman)
Copywriter: Jason Stubbs (Wunderman)
Copywriter: Paul Clarke (Wunderman)
Planner: Camilla Cooke (Wunderman)
Account Manager: Natalie Clarke (Wunderman)
Senior Integrated Comms Manager: Steven Miller (Microsoft)
Marketing Manager: Donna Magauran (Microsoft)
Producer: Matt Comensoli (Wunderman)
Media placement: Dimensional Mail pack - Direct Mail - 26 August 2009

Describe the brief/objective of the direct campaign.
In 2009, the Australian Government announced plans for a ‘Digital Education Revolution’, in which schools would receive a massive injection of funds to upgrade technology. This made it critical for Microsoft to engage with school IT Coordinators, who have a major influence on their school’s technology purchases. With every student and teacher about to receive a new laptop, these IT Coordinators were facing massive new challenges. Research showed that many felt overwhelmed, and in desperate need of help. Microsoft had to act engage directly with IT Coordinators in schools.

Explain why the creative execution was relevant to the product or service.
To achieve cut-through, we created something very unusual for the Microsoft brand that empathised with the audience in a humorous way. They already struggled to maintain 20 out-dated school computers. When every teacher and child (Years 9-12) got a new laptop they would become very busy indeed. We sent a Do-It-Yourself Cloning Kit containing an odd assortment of laboratory equipment – petri dish, pipette, sticking plaster and single latex glove. To keep up with the increased demands on their time, they could either use this useless collection of items to try to clone themselves, or turn to Microsoft for help.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our objective was to build brand loyalty by showing school IT Coordinators how Microsoft could help them – and in doing so build a database to allow direct ongoing communication to take place. The pack had to achieve a hard target of 8% response.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This pack achieved staggering results that cannot be publicly disclosed. For judging purposes, see below in 'Confidential Information' for the results figures.