What was the Challenge / Background of the Campaign?
Microsoft needed to demonstrate that Microsoft Office 2007 was even more user friendly and efficient than its predecessor. Furthermore, they had to prove that those people used to operating previous Office systems would not struggle to adapt this new software. The brief was to reach the diverse audience of families and business men, Office's key customers.
What was the Solution?
The answer was 'the Cube', an 8 foot squared construction with interactive touch screens incorporated into each face. Microsoft Office 2007 technology was then installed into 'the Cube', something that would allow the public to try out the new versions of Word, Excel, and other major operating programmes. This was then toured around the country and deployed in various environments in order to reach different audiences: retail parks and malls for family groups, Canary Wharf and rail stations for business men.
What were the Results?
During the opening campaign targeting businessmen in Spring 2008, the Cube hosted over 21,000 interactions. Since this first roadshow, the same Cube (but with updated technology) has been taken on tour numerous times for successive Office launches, and has visited many environments around the country.
What were the Key Learnings of this Campaign?
Allowing consumers to actually experience a new product is an excellent way of educating them as to its features and benefits, and builds a sense of trust and loyalty towards the brand. The ability to build bespoke promotional stands such as the Cube, when combined with the multitude of environments that such objects can be displayed in, means that the possibilities of experiential outdoor are endless.