MICROSOFT STORY ADVERTISING by Y&R New York for Microsoft

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MICROSOFT STORY ADVERTISING

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Industry Software & Multimedia Productions, SaaS
Media Print, Magazine & Newspaper
Market United States
Agency Y&R New York
Executive Creative Director Kerry Keenan
Art Director Carlo Baretto
Copywriter Elizabeth Polkinghorne
Producer Devon Dentler
Released January 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: MICROSOFT
Product/Service: SOFTWARE
Agency: Y&R
Chief Creative Officer: Jim Elliott (Y&R New York)
Executive Creative Director: Kerry Keenan (Y&R New York)
Art Director: Carlo Baretto (Y&R New York)
Copywriter: Elizabeth Polkinghorne (Y&R New York)
Executive Director/Content Production: Nathy Aviram (Y&R New York)
Producer: Devon Dentler (Y&R New York)
Production Company: (O Positive)
VFX Company: (Gravity World)
Audio: (Heard City)
Audio: Phil Loeb (Heard City)
Music: (Beta Patrol)
Media placement: Internet - Microsoft site - January 30, 2012

Describe the objective of the promotion.
The objective of the promotion was to make Microsoft Advertising top of mind amongst the global media community while generating web based leads.

Describe how the promotion developed from concept to implementation.
First, we turned Microsoft Advertising into the client's greatest storytellers by talking up their innovative solutions and turning not-so-interesting case studies into entertaining case stories. Then, we invited the global media community to become the best brand storytellers with a contest to find 'The World’s Best Digital Storyteller'. The competition reached over 70 markets, and the world’s best digital storyteller was named by an international jury of the industry’s leaders, winning a VIP trip to Cannes 2012.

Explain why the method of promotion was most relevant to the product or service.
Microsoft Advertising’s brand stories were dry and hard to find on their site. We changed that. The contest gave us an easy ‘in’ with the key audience. It opened up a dialogue to demonstrate and prove the benefits of telling your brand story with Microsoft Advertising.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign reached 70 markets and web-based lead generation increased by 422% amongst the target.