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It's a New Day Office 2007 Campaign

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Microsoft Office team has been the development of marketingcommunication plan for new product, Office 2007. Office was a matureand widely-accepted product, and evvidence that custumers need toupgrade because of Office 2003 had failed to meet expectations forcereating desire upgrade

Jordan Passon-advertising director for MO looking for plan to finalizethe components of the campaign

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Theme • A world of Work

Goal• To change IW’s Perception of their current Office

version from “good enough” to “not good enoughanymore”

Advertising andPromoting

• Budget $30 million for campaign, 29% for digitalelements, 71% for traditional media

• Traditional media improved recognition in manycounttries. Digital element – special programs

drove nearly half of referral traffic, but they didso at a much higher cost than research

Result• Advertising heavy-was sucsessful in improving

awareness, but no movement toward perception-change goals

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Underestimateconfusion

among targetuser

Overestimated impact of advertising

Advertising tried to explain too much ratherthan intriguin

Undersestimated the need to experience beforepurchasing

People believethe new version

was Ofice XP

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Targets IW’s segmentation, who had generally high levels of PCskills and positive attitudes about the potentialtechnology and productivity

GoalThe team aimed for increase of 10% points in unaidednew version awareness of Office 2007, and shift of 6%points in the “I need Office 2007” perception

Metrics Engaged in corporate-level marketing efforts aimed at

other segment, including IT and business decisionmakers (BDMs) for Office 2007

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Campaign’sMarket segments

IW’s

Superiorengaged (+/-

14%)

Earlieradopters

Influencer in ITdecisions

Enthusiasticpracticals (+/-

18%)

Not experts inIT

Willing tospend on it.

BDM’s

Corporate-levelmarketing

efforts

Little emotional conection with MicrosoftPossitive attitited about technology increasing productivity

Mostly males (63%), maried, high income, live in or around urban centers+/- 400 million worldwide

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10% increase in unaided new version awareness

6% increase in the “I need Office 2007” perception

Moto:Seeing is believing

PrintTelevitionBillboards

Etc.Digital

&Analog

GENERALSTRATEGY

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Promotion MixOOH (Out Of

Home)

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1

2

3

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Determining (and budgeting for) the optimal mix components1

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Determining (and budgeting for) the optimal mix components1

Considerations:Very important! Life-time of office , already20 years in the marketand other available(google)

IW’s perception ofMicrosoft (update was

not necesary)

1. More expensive to develop2. Effectiveness not yer proven(possible diminishing returns)

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Designing efective digital expericences2

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2 Digital vs. Traditional

x

Digital (standard)

Broarder reach Low cost

Analog

In store display

Traditional

campaigns• Exposure-based• Boarder reach

New trend• Experience-based• Deeper and enduring

interactions

Suitable!Microsoftnature is

Digital

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2 Office 2007 Digital Experience

• Interactive (Flash-based)• Noninteractive (Video based)

• Registration required• Free, web-based,

downloadable browser plug-in

• Registration required• Full software free trial

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2 Office 2007 Digital ExperienceGENERAL ISSUES1. Tradeoff depht and comprehensiviness2. Effect on perceptions of each option3. How those complement (or crash) with each

other.i.e. Wathcing video was enough so they dontwant to try it?

4. Placement options:• Office2007.com• Broarder Reach: MSM, social media(Facebook)

• IWs segment: CNET.com (technologyfocused)5. Determine the sequence audicence access

experiences:?: Online users more from demo -> test drive-> download trial

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2 Office 2007 Digital Experience

• Interactive (Flash-based)• Noninteractive (Video based)

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2 Office 2007 Digital Experience

• Registration required• Free, web-based,

downloadable browser plug-in

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• How to know the effectiveness ofeach digital experience?

– Experience point system based on

their projected impact• Demo: 1 point• Test drive: 7 points• Downloadable: 14 points

– Could they have a general currency?• How to test all their hypotheses?

Measuring impact of the digital experiences3

Considerations:• Digital is a new

territory• Individual and

collective impact• Return on

investment

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