NEXT 100 by UM for Microsoft

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NEXT 100

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency UM
Released March 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: MICROSOFT
Product/Service: CORPORATE CITIZENSHIP
Date of First Appearance: Mar 30 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Client Services Manager: Andrew Davis
Investment Manager: Andrew Murray
Account Manager: Maura Tuohy
Media Buyer: Kerry Jones
Account Executive: Michelle Lin
Integrated Communications Manager: Catherine Grima (Microsoft)
Senior Integrated Communications Manager: Catherine Vissiere (Microsoft)
Director of Corporate Affairs: John Galligan (Microsoft)
Integration Lead: Simon Smith (News Limited)
Sales Manager: Kristy Bains (News Limited)
Account Manager: Claudia Hershberger (McCann Erickson)
Account Manager: Simone Gur (McCann Erickson)
Media placement: Print - Double-Page Spread - 29/03/2009
Media placement: Digital - Microsite And Standard IAB Units - 29/03/2009
Media placement: Event - Event At Parliament House Announcing The Winners Of The Next 100 - 17/06/2009
Media placement: 60 Second Vignettes - Television - 05/04/2009
Media placement: Direct Mail - Letters To Government Elites Detailing The Next 100 Concept And Event. - 29th March 2009

Results and Effectiveness
We successfully reminded the government, you don’t have to be born in Australia to contribute to Australia. Kevin Rudd, Australian Prime Minister, and keynote speaker at the event said: “This is a very good thing that you are doing Microsoft, because you are in the business of encouragement, encouraging young leaders of today to become our nation’s leaders for tomorrow.” We achieved PR across Newspapers, Radio and Online and inspired 188 feedback emails, some directly from the Government Officials we aimed to target. Research showed a positive shift in Microsoft as socially responsible and committed to Australian business.

Creative Execution
We created the ‘Next 100’ campaign - an awards programme recognising the contributions of ‘Global Citizens’ to Australia. To create a sense of ‘ownership’, MPs were invited to nominate candidates and serve on the judging panel. The programme was executed via a partnership with Australia’s most politically influential masthead, ‘The Australian’. Anticipation for the event was built via: • A 4-page cover-wrap outlining the programme and inserted into newspapers distributed to Parliament. • Direct mailers inviting MPs to the event. • Nominee profiles published weekly in ‘The Australian’, with press strips and ads online highlighting Microsoft’s association. • A website housing all event-related content and social responsibility programmes Microsoft has undertaken as a ‘Global Citizen’. • Content broadcast on a TV channel targeting MPs in Parliament House. All of this activity built to the final awards ceremony held in the MPs' own backyard at Parliament House (the White House equivalent).

Insights, Strategy & the Idea
Australia, like many other countries places restrictions on global companies to protect local interests. Without a change in this mindset, growth for global companies like Microsoft is limited. Microsoft needed to show the government and Members of Parliament (MPs) that despite its American roots, it has a genuine interest in local issues and consistently invests in local economy and community. Research showed you don’t have to be born in Australia to contribute to Australia. We coined these non-native contributors ‘Global Citizens’. We needed to highlight the contributions of Global Citizens to the country’s success and position Microsoft as one of these Global Citizens in the eyes of the Australian government. Easier said than done. MPs have big egos and busy schedules. We needed to not only capture their attention, but involve them if we wanted to influence their perceptions.