Microsoft

Microsoft rationalised its marketing strategy at the end of 2013 to favour a single global campaign for Microsoft Cloud.

Microsoft rationalised its marketing strategy at the end of 2013 to favour a single global campaign for Microsoft Cloud.

BACKGROUND & STRATEGY

Microsoft launched an advertising campaign designed to show how its business-themed cloud services enable companies to become more efficient. Leveraging their existing relationship with the Lotus Formula 1 team, the spots showcased how Microsoft’s Cloud technology allows team members to analyse and share complex data in real time.

A second TV spot focussed on the La Merce festival in the streets of Barcelona and how Microsoft’s cutting edge technology enables order and synchronicity.

In line with its marketing strategy and to optimise ROI, Microsoft established a partnership with Eurosport to increase brand awareness of Microsoft Cloud  among an upmarket audience of business decision makers.

IMPLEMENTATION

Preferential and sector-exclusive television spots were seeded throughout high-impact environments such as cycling, tennis, athletics and motorsport.
Microsoft gained a strong visibility with Eurosport’s live coverage of the Tennis French Open.

RESULTS & ACHIEVEMENTS

  • MICROSOFT’S CAMPAIGN RAN FOR 3 MONTHS ON EUROSPORT 1 AND 2 AND ACHIEVED OVER 384 MILLION IMPACTS OVERALL
  • MICROSOFT’S FRENCH OPEN CAMPAIGN (SPOTS AND SPONSORING) ACHIEVED 296 MILLION IMPACTS, +42% VS INITIAL ESTIMATES