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8/10/2019 It's a New Day Office 2007 Campaign
http://slidepdf.com/reader/full/its-a-new-day-office-2007-campaign 1/22
8/10/2019 It's a New Day Office 2007 Campaign
http://slidepdf.com/reader/full/its-a-new-day-office-2007-campaign 2/22
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
8/10/2019 It's a New Day Office 2007 Campaign
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8/10/2019 It's a New Day Office 2007 Campaign
http://slidepdf.com/reader/full/its-a-new-day-office-2007-campaign 4/22
8/10/2019 It's a New Day Office 2007 Campaign
http://slidepdf.com/reader/full/its-a-new-day-office-2007-campaign 5/22
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
8/10/2019 It's a New Day Office 2007 Campaign
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8/10/2019 It's a New Day Office 2007 Campaign
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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
8/10/2019 It's a New Day Office 2007 Campaign
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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
8/10/2019 It's a New Day Office 2007 Campaign
http://slidepdf.com/reader/full/its-a-new-day-office-2007-campaign 9/22
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
8/10/2019 It's a New Day Office 2007 Campaign
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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
8/10/2019 It's a New Day Office 2007 Campaign
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Promotion MixOOH (Out Of
Home)
8/10/2019 It's a New Day Office 2007 Campaign
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1
2
3
8/10/2019 It's a New Day Office 2007 Campaign
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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)
8/10/2019 It's a New Day Office 2007 Campaign
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Designing efective digital expericences2
8/10/2019 It's a New Day Office 2007 Campaign
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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
8/10/2019 It's a New Day Office 2007 Campaign
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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
8/10/2019 It's a New Day Office 2007 Campaign
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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
8/10/2019 It's a New Day Office 2007 Campaign
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2 Office 2007 Digital Experience
• Interactive (Flash-based)• Noninteractive (Video based)
8/10/2019 It's a New Day Office 2007 Campaign
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2 Office 2007 Digital Experience
• Registration required• Free, web-based,
downloadable browser plug-in
8/10/2019 It's a New Day Office 2007 Campaign
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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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