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Microsoft – Microsoft Office 2010 Time is now !

Microsoft – Microsoft Office 2010 Time is now !. 01. 0 4.20 1 2 – 30 . 06 .2012. The client.

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Microsoft – Microsoft Office 2010 Time is now !

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  1. Microsoft – Microsoft Office 2010Time is now ! 01.04.2012 – 30.06.2012

  2. The client • Microsoft Corporation or often just MS is an American multinational computer technology corporation with 79,000 employees in 102 countries and global annual revenue of US $51.12 billion as of 2007. (http://www.microsoft.com/msft/earnings/FY08/earn_rel_q4_08.mspx) • Provides • licenses • wide range of software products for computing devices • hardware devices These products have prominent positions in the desktop computer market, with market share estimates as high as 90% or more as of 2003 for Microsoft Office and 2006 for Microsoft Windows.

  3. The brief • Product • Microsoft Office 2010 sold on Open LICENSE(OpenL) • OpenL = it is a Microsoft Volume Licensing Program which is designed for companies with more than 5 PCs (you get minimum 5 licenses on a better price) • An OpenL contract contains minimum 5 licenses so the target companies must have at least 5 PCs • What’s to do? • Build awareness + get sales on Office 2010 on SMBs Sector • Promote the Volume Licensing • Make it memorable (like a campaign we did in 2010)

  4. The challenges • Software Piratery in HIGH (approx 62%) • The IT market is not working very good because of the economical situation • We address to a lot of companies – we didn’t know which of them do have Office 2010 legal or not legal, or they have other free versions of Office (like OpenOffice) -> the message must be for everyone.

  5. How we did it? Campaign design

  6. Client debriefing: • I don’t want classic lead generation campaign • I don’t want followup (no bugdet) • I don’t want email marketing I want something different…

  7. … so we had to come up with: A new way to deliver the message to SMBs.

  8. … so we had to come up with: Office 2010 Pizza

  9. Campaign design • Campaign concept: “Time is Now” (www.microsoft.ro/office2010promo) • Pizza is perhaps the most common and preferred food ordered at the office. Office Suite is also as popular as pizza by the benefits it offers. • … So why not have a break to enjoy your pizza, knowing that the Office Suite will help you accomplish your tasks successfully. • Starting from this concept we started the communication

  10. Campaign design • The communication was done: • Offline • Online

  11. Campaign design • Offline: • We made a partnership with the biggest Pizza Deliveycompanies in Bucharest and ClujNapoca (www.cuptorulculemne.com ; www.trentapizza.ro; www.treponti.ro) • We used the food delivery clients database for validation, screening with Microsoft database and segmentation (companies had to be SMBs and we were targeting only administrative headquarters) • We branded all the pizza boxes delivered between 11am – 15pm from Monday to Friday (98% of noon orders are delivered at the offices). • We used food delivery logistic department to deliver the branded pizza to Microsoft prospects. • On each order, the costumer received at least one branded pizza and the flyer of the campaign.

  12. Pizza Box

  13. PizzaFlyer

  14. Campaign design • Online: • For the websites of each partner company we have listed the Office 2010 Pizza in their menu. • When someone presses the details button will be automatically directed to Microsoft Office promo page (www.microsoft.ro/office2010promo) • Beside these we posted the promotion banner on each site but adapting it to the company’s styles of banner. This was done to let the consumer think it was a normal pizza offer banner. • SOMETHING SPECIAL: • We’ve created a real Pizza Office 2010 decorated like the Microsoft Office’s logo that could be ordered from the company.

  15. Cuptorul cu Lemne

  16. Cuptorul cu Lemne • Ingredients: • Microsoft Office 2010 Pizza base, • Tomato sauce with Word 2010, • Mozzarella with Excel 2010, • PowerPoint 2010 Ham, • Outlook 2010 green olives • and OneNote 2010 Cheese

  17. Trenta Pizza

  18. Mechanics Campaign Landing page Register Buy Lucky draw

  19. What happened? Results

  20. People liked very much the idea! We received FREE advertising on blogs, facebooketc

  21. Metrics • Up to now (the campaign is on until 30 of june): • 16000 branded pizza delivered • 120 Office 2010 pizza delivered • 752 unique visits on campaign landing page form the pizza boxes

  22. Non-contracted

  23. Non-contracted

  24. Thank you and bon appetit, Cosmin Lacatusu Cosmin [at] createdirect.ro

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