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Stationery is Bad: Papercut

basics
Industry: Media & Publishing
Media:Cyber
Market:United Kingdom
Language:English
Style: Minimalism
descriptioncnen
Description / Synopsis


Campaign to drive usage of Microsoft software

Context


Brief:
Create awareness of OneNote, the Microsoft note-taking application, and encourage download of free trials. Overcome inertia for “another Microsoft product” and instinctive feelings of “I don’t need it.”

Insight:
Our challenge was that no one thinks they need OneNote. Merely selling the benefits of another Microsoft application, however useful, simply wouldn’t work. So we decided to dramatise the idea that pen and paper are just not up to the job through the proposition “stationery is bad”.

Philosophy/Solution


A series of unbranded, humorous viral films (the first ever for Microsoft) vividly brought this idea to life in our audience’s environment, and directed viewers to a OneNote microsite where a free trial could be downloaded.

Results


Each viral was viewed by an estimated 1.5 million people within a week (100% above the norm), they spread at twice the usual rate and were seen by 8.6m within six weeks.
All three went straight to No1 in the Kontraband chart and received an average 87% rating on boreme.com.
They also worked hard: 1.3m site visits and 28.7% trial downloads amongst site registrants.
Winner of the 2005 Cannes Lion Direct Award – Silver.

The ‘Stationery is Bad’ virals are part of a wider campaign for Microsoft including on & off line direct communications, website design and development, on line application solutions and strategic brand communications planning.
credit
Brand:
Agency:
Creative Director:
awards
Cannes Lions International Festival of Creativity 2005
Silver
Information Technology
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