Visio DM VISIO 2010 FAIRY TALES by Wunderman Munich

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VISIO 2010 FAIRY TALES

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Germany
Agency Wunderman Munich
Executive Creative Director Hansjorg Fuhrken
Art Director Philipp Mühlbauer
Copywriter Maria Blau
Client Service Director Thorsten Stark
Producer Nikolas Hannack, Julia Eberl
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MICROSOFT
Product/Service: VISIO 2010
Agency: WUNDERMAN
Date of First Appearance: Sep 27 2010
Entrant Company: WUNDERMAN, Munich, GERMANY
Entry URL: http://80.242.152.160/awards/01_visio_fairy_tale/
Executive Creative Director: Hansjörg Fuhrken (Wunderman)
Art Director: Philipp Mühlbauer (Wunderman)
Copywriter: Maria Blau (Wunderman)
Client Service Director: Thorsten Stark (Wunderman)
Account Manager: Denise Stoklas (Wunderman)
Producer: Nikolas Hannack (oki films)
Score/Sound Design: David Mayonga (oki films)
Compositing: David Laubsch (ARRI commercial)
Producer: Julia Eberl (ARRI commercial)
Animation: Adam Dukes (punchin.pictures)
Media placement: 3 Online Spots - YouTube - 27.09.2010
Media placement: Seeding - Blogs & Communities - 27.09.2010
Media placement: Landing Page - Www.visio2010maerchen.de - 27.09.2010
Media placement: Bannering - Www.microsoft.de - 04.10.2010
Media placement: Bannering - Http://computer.meinwissen.info/ - 04.10.2010
Media placement: Bannering - Http://www.langweiledich.net/2010/10/microsoft-Visio-2010-Im-Test/ - 04.10.2010
Media placement: Bannering - Http://www.tipps-Archiv.de/microsoft-Visio-2010-Maerchen-Wettbewerb.html - 04.10.2010
Media placement: Bannering - Http://www.dailypod.de/ - 04.10.2010
Media placement: Search - Google, Bing - 27.09.2010
Media placement: Newsletter - Office Online Newsletter - 05.10.2010

Describe the brief/objective of the direct campaign.
Once upon a time there was a software application called Visio. It was considered the standard software for process visualization and was well-known among its target group – IT professionals. One day, a new version entered the market: Visio 2010. Visualizing complex relations and processes was even easier than now. The tagline cut straight to the chase: “See it. Get it." The mission: spreading the tidings of Visio 2010 – with an online campaign that would embody the tagline and approach the product from an unusual perspective. The goal: creating awareness and encouraging the target group to interact and download.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Anything can be considered a process and any process can be visualized with Visio 2010 – even the plot of a fairy tale. Consistently, this campaign is centered around staging fairytales – with Visio 2010. They were animated as online films and seeded online. A landing page and set of banner ads encourage the target to download Visio and participate in the Visio contest where they can create their own fairy tale using Visio. The submissions can be voted on within the landing page.

Explain why the creative execution was relevant to the product or service.
Software benefits told by a fairy tale is pretty unusual for IT professionals. Microsoft never did that before. Actually, we just showed that you can visualize everything easily with Microsoft Visio 2010 – including your very own projects. Letting our IT pros tell their own fairy tales, we made them be a part of our campaign. They had fun. They learned the product features. Plus they learned that Microsoft isn’t that uncool at all.

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.
Compared to the previous Visio campaign, the number of landing page visitors increased by
50%.
During the current campaign period, about 50,000 people visited the landing page and 65,171
watched the Visio fairy tale videos, resulting in a conversion rate of 9%. The free Visio 2010
trial version received over 4,000 clicks, and more than 1,100 users were interested in
purchasing the software. There were 23 submissions for the fairy tale contest. Conclusion: the
Visio 2010 fairy tale campaign has been a great success within the target group.