Microsoft Promo, Case study MARRY ME MICROSOFT by UM

Adsarchive » Promo , Case study » Microsoft » MARRY ME MICROSOFT


Pin to Collection
Add a note
Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Australia
Agency UM
Director Tim Hodgson
Released November 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: MICROSOFT
Date of First Appearance: Nov 21 2010
Entrant Company: UM, Sydney, AUSTRALIA
Communications Strategist: Tristan Burrell
Client Service Manager: David Haddad
Acccount Manager: Gareth Begent
Account Manager: Michelle Kulbicki
Media Buyer: Nikita Cuffe
Media Buyer: Stephen Taylor
Managing Director: Justin Ricketts (ENSEMBLE)
Director: Tim Hodgson (ENSEMBLE)
Account Director: Matt Cameron (ENSEMBLE)
Account Manager: Gemma NiMaoltuile (ENSEMBLE)
Account Manager: Mitch Loadsmen (ENSEMBLE)
Head of Social Media: Marie Sornin (REPRISE)
Senior Account Manager: Augustin Neuve-Eglise (WUNDERMAN)
Account Executive: Heidi Robinson (WUNDERMAN)
Business Director: Diana Bates (WUNDERMAN)
Senior Account Manager: Kathryn Colliton (HOWORTH)
Marketing Director Consumer & Online: Lisa Hickson (MICROSOFT)
Product Marketing: Tina Flammer (MICROSOFT)
Intergrated Communications Manager: Catherine Grima (MICROSOFT)
Corporate Communications Manager: Ben Tan (MICROSOFT)
Media placement: Radio - NOVA - 21/11/2010
Media placement: Digital - Facebook - 21/11/2010
Media placement: Newspapers - MX, Daily Telegraph - 5/12/2010
Media placement: Event - Event - Sydney - 6/12/2010

Insights, Strategy & the Idea
MICROSOFT Australia was up against it. Interbrand’s study said its brand value grew by only 3% in the last two years, but arch-rival Apple’s had leapt 54%. Why? It seems more and more Australians saw PCs as ‘boring’ computers they use at work; a Mac was what they wanted at home. We needed to show people that MICROSOFT software isn’t just for the office – that it is equally useful in organising our everyday lives. And we also had to make it desirable.
The tricky part was that unlike Apple, Microsoft is an ingredient rather than a physical product. Without beautiful design or sexy packaging there had to be another reason for people to take notice.
A story. Brought to life in real time, in the real world, for everyone to see and participate in. Something so outrageous that it might just spark Australia’s imagination and even capture its hearts.

Creative Execution
We gave one man, one PC and one week to plan his wedding!!
Groom Mike was locked into a specially installed ‘Bachelor Bubble’ in Sydney’s city centre. He was given $25k and tasked with organising his special day.
The catch? He was armed only with MICROSOFT products and an internet connection… and had to do it all without the help of his lovely fiancée Jenny.
Using cloud computing Mike was able to get a little help from his friends and the Australian public. Each day he was set specific tasks and people got in touch to offer advice. In just one week Mike had to breakdown his budget, secure a venue, write his speech, and even choose Jenny’s dress.
Because everyone loves a good wedding, the media rushed to report the story. All we needed to do was give a little nudge in social media and make some phone calls.

Results and Effectiveness
TV & radio crews were down at the Bachelor Bubble every day. Mike’s wedding planning efforts generated over $1m of PR coverage.
With limited paid media support we reached over 3 million people. And they now view MICROSOFT software in a different light. Their interest in the various products increased by as much as 40% and ‘perceived as innovative’ leapt by up to 33%.
These were the biggest ever increases against these measures.
So a great result for MICROSOFT Australia, and so too for Mike & Jenny. Jenny loved the dress and the wedding went off without a hitch.