We were challenged to change the perception of Microsoft Office and re-ignite interest at a local level. Being such a globally controlled brand, this was a significant first for the Australian Microsoft team.
Many existing Office users have out-of-date software, not seeing the advantage of an upgrade. It was time to educate them on the many benefits and features of the latest software.
‘You’ll be surprised how much has changed’ was the tag-line, with the theme of surprise running through the campaign. A photo shoot captured the target demographic and authenticity for key visuals and the campaign was rolled out across printed POS, as well as animated online and video content.
We provided Microsoft RSPs with a fun, interactive sales kit: a significant promotional tool which not only educated them about the new features in Office, but also provided a team game of chance. The game upheld the theme of surprise and involved eating jellybeans with flavours that were either delicious or disgusting.
This kit created an outpouring of positive feedback through the internal Microsoft channels.