Microsoft Office 2007 gets fair dinkum
Challenges
Differentiate it from previous editions to create consumer demand as many PC users already have a previous version of Office installed on their computer.
Insights
Position Office 2007 as an exciting new product rather than merely an update of an existing version.
Ideas
Establish a point of difference by including ‘Aussie words’ from the Australian vernacular in the upcoming edition of Microsoft Office.
Campaign
A selection of Aussie slang words were chosen by a celebrity panel of Australian experts from the worlds of journalism, dictionaries and linguistics. The Australian public was invited to vote on their favourite words for inclusion and submit their own ideas.
Results
‘Aussie Words’ campaign won an Asian Marketing Effectiveness Award for Most Effective Use of Public Relations 2007, Ogilvy PR Worldwide Professional Achievement Award for Best Technology Campaign 2007, APAC Newshound Award for Best Creative Angle and global internal Microsoft award.