Go Direct! Go for results

Ojectives

Launch Windows Live 3 software across Asia
Microsoft wanted to host events in Singapore, Malaysia, Indonesia, the Philippines and Thailand — where it would present the innovations and benefits in the new software, and clearly demonstrate to advertisers how Windows Live 3 would help them get closer to their target audiences than ever before

Solution

The right audience — marketing professionals, media strategists and senior staff — were identified via research, purchase of a targeted database, and Microsoft’s own registered database; telemarketing verification was also carried out
An integrated DM, eDM and microsite with a highly unexpected message from Microsoft: people use Microsoft’s tools largely for personal productivity and not necessarily that of their company e.g. using Windows Live Messenger to chat or flirt with friends when they are supposed to be working
To get people’s attention and build intrigue, female recipients were sent a pair of pants with the message, while the men received a pair of ladies’ panties (recipients in Malaysia and Indonesia received a book about productive procrastination — so as not to cause offence)

Results

Target numbers (in brackets) vs. Actual numbers for each event:

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Singapore (50) 65
Malaysia (40) 78
Thailand (40) 67
Indonesia (30) 76
Philippines (30) 85
20% of attendees were very satisfied with the event and 54% satisfied
Overall impression of Microsoft advertising rated ‘Greatly Improved’ by 16% of attendees and ‘Improved’ by 60%

Microsite

Click to enlarge image