Microsoft DM THERE'S WATER ON THE TAP by McCann Oslo

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Industry Software & Multimedia Productions, SaaS, IT & Electronical Components
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Charlotte Havstad
Copywriter Einar Fötschl
Released March 2011

Credits & Description

Category: Business Products & Services
Advertiser: MICROSOFT
Product/Service: SOFTWARE
Date of First Appearance: Mar 23 2011
Entrant Company: McCANN NORWAY, Oslo, NORWAY
Art Director: Charlotte Havstad (McCann)
Copywriter: Einar Fötschl (McCann)
Account Director: Thomas de Vries (McCann)
Art Directors Assistant: Kathrine Slapgård (McCann)
Account Manager: Caroline Klein Nilsen (WG EXP)
Media placement: Direct Mail, Three Dimentional - Mail - 23 March 2011

Describe the brief/objective of the direct campaign.
Microsoft’s virtualization solution, Hyper-V, is included in Windows Server 2008 R2. Still many customers buy a virtualization program in addition, not knowing about Hyper-V.

The target group is existing Microsoft customers on server software, but who are not on Hyper-V.
The prior version of Hyper-V was not well received in the market, and Microsoft no really has launched a very well working new version.
We had to get on their shortlist on virtualization software and the strategy was to tell them; they already have paid for virtualization - don't buy another, inspire conversion talks, and get at least 3% customer meetings.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To fight this obvious money drainer, we needed to find a clear parallel. Our choice fell on bottled water. Being at hot topic in the national media, stating that the nation’s tap water actually is cleaner and obviously the more economic choice, we wanted to use this attention to our benefit.

The DM was a recognizable bottled-water-bottle, with the label: "There's water on the tap". The running water-letter explained this apparent contradiction - just as contradicting as the costumer’s use of other virtualization programs.

By inspiring this thought in the target audience, the conversion discussions should follow. And they did.

Explain why the creative execution was relevant to the product or service.
Relevance/strenght: As water is something you really don't have to pay (more than you already do) for, there is really no need for businesses to buy virtualization products from a third party. It's right there, in their Windows Server 2008 R2.

Appropriate to the brand: Communicating something as technically complicated as virtualization, in a clear, and almost organic, way as in this case, makes this piece of communication stand out, both in category and in the IT-business as a whole. This is completely in synch with Microsoft's brandstrategy, which aim at a more humane perception.

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 campaign has exceeded our expectations – even before we have tested the awareness shifting effects of the campaign. We have already managed to have 4.6% meetings already, and the follow up is still on! This is already more than our goals for the campaign.