Get Real - Pirates Of The Corporation
Microsoft UK
Issue 3 | July 2008
Agency
MRM Worldwide
Creative Team
Karl Woolhouse - Art Director;Dylan Glover - Copywriter;Damien Parsonage - Creative Director ;David Russell - Creative Director
Production Team
Lawrence Horwill - Designer; Graham Warren - Creative Services Manager; Hannah Gates - Production Assistant
Other Credits
Haley Last - Account Director ;Nicola Reynolds - Senior Account Manager ;Dina Zaitman - Senior Account Manager
Date
March 2007
Background
Did you know that one in three of Microsoft customers has counterfeit software on their PC? Neither did Microsoft Partners, it seems. Which is a big problem for Microsoft. MRM Worldwide’s challenge was to raise awareness and convince Microsoft Partners to join forces to fight piracy alongside their customers in an impactful, intriguing and persuasive way.
Idea
Piracy has always been a big problem, with many people content to cut costs and corners, and break laws, to get the latest versions of Microsoft software on their computers. The campaign called for a DM piece that could engage, inform, and, most importantly, get Partners and customers to unite towards the same goal - stamping out counterfeit software. MRM Worldwide created the Get Real comic book as the graphic style provided the ideal attitude and format from which to present complex piracy and counterfeiting issues.
By putting the ‘hero’, IT Manager Ian Cook, up against such issues as intellectual property rights and volume licensing agreements, the pack is able to amuse, energise and excite readers, rather than bore them with legal heavy copy. This lighter hearted attitude to piracy issues also helps to make Partners and customers feel part of an anti-piracy drive, instead of being scorned or patronised. The DM was posted direct to Partners and reached end customers as an insert placed inside the London Evening Standard.
Results
Not yet available.
Target Audience
Initially Microsoft Partners and their customers, followed by all PC users
Size
Approximately 10,000 mailings to Partners and 320,000 through the London Evening Standard circulation
Our Thoughts
This must have been a helluva difficult brief and full marks for a valiant attempt at lightening up the basic message – pay for your software or get a thumping. It still may not endear one to Microsoft but at least it doesn’t make you hate them for heavy handedness.