14 Nov 2010

Microsoft with $80 million Office 2010 ad campaign

The funny part in Microsoft Office story is Microsoft’s biggest competitor to Office 2010 is Office itself.
The biggest challenge is getting users of Office XP, Office 2003 — and to a lesser extent, Office 2007 — to upgrade.

To introduce costumers with the new Microsoft Office they launched movie full of matrixy characters and missionimpossibly situations. It's just a promo and there won't be any Office 2010 movie. Microsoft has hired Dennis Liu to create a trailer for a non-existent, action-packed and kind of funny movie called Office 2010.



In addition to the trailer, they launched official movie page, complete with a cast blog, backstage interviews, and there was also link to register for the Office 2010 technical preview where you could
try the real product before it was released.

They also launched The “Make it Great” campaign focused on “real people” who were among the 9 million beta testers. Site featured links to buy the product, as well as for free limited-edition trials of various SKUs of Office 2010. Microsoft was highlighting examples of school, home and work users and uses for its latest Office suite there.

Later they uploaded list of the 10 top ways Microsoft planned to hawk Office 2010 via its channel partners. They changed this list with  The Top 7 Reasons to Try Office 2010. In article published on News.com I found Microsoft officials told before campaign that about 70 percent of that ad push will be via online channels, with the rest spent on print ads and billboards.

If you are big company, you have to invest a lot or there is another way?

Ziga Anzlovar

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