Microsoft Office 2007 Campaign

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MICROSOFT OFFICE 2007 LAUNCH “It’s a new day. It’s a new office.” João Cerqueira 2028 Communication Brief Business Goal: Increase sales and revenues from MO 2007 compared with previous 2003 version. Consumer Goal: 1st) Maintain and Increase consumption among Microsoft Business Division segment. 2nd) Get consumers to change convenience of MO 2003 for the new 2007 MO. Campaign/Activity Goal: 1st) Raise product awareness among consumers and consequently engage them in product experience. 2nd) Create the need for change in the productivity tools market – change perceptions. Target Consumer: High-end segment of Informational workers, among them: Tech enthusiasts who highly appraise new technologies and have limited computation knowledge & “Super Engaged” IWs, who have strong computational background and know the product’s capabilities. Accepted Consumer-Belief: 1) Microsoft office is best productivity tools bundle in the market. 2) There’s no need for change since the existing product is functional. 3) Customers have no special affection towards the product. What we want them to think and/ or do as a result of this activity: - AKNOWLEDGE that every information worker should have a better productivity. - BELIEVE Office 2007 will make every user more efficient and with new possibilities at his reach. - MAKE them FEEL that it’s time for a change/upgrade. What our target consumers think and/or do now: “The existing software is good enough” “Office 2003 updates weren’t very helpful” “You can do 99% of the tasks you Want with office 2003” Key Benefit: Microsoft office increases worker’s productivity Reason to Believe: - Microsoft has long experience in productivity software. There’s no other similar product in the market with these capabilities. Brand Character: Functional. Productive. Interactive and bears in mind user’s needs for processing information.
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