Microsoft 'Multiply'
Microsoft
Issue 5 | July 2008
Agency
Wunderman
Creative Team
Rod Smith - Creative Director ;Brenton Bleechmore - Art Director ;Jason Stubbs - Copywriter
Production Team
Costa Avgerinos
Other Credits
Roxanne Shipley - Account Manager
Date
February - March 2007
Background
IT professionals spend around 70% of their time fighting fires, when they'd rather be addressing strategic business issues. Microsoft's Core Infrastructure Optimisation tools help to automate many daily tasks, allowing IT departments to do more with their existing resources. But awareness of these kinds of tools is very low. The purpose of this piece was to open the door to an ongoing conversation about Microsoft Core Infrastructure Optimisation tools with heads of IT/CIOs in mid-size companies.
Idea
Wunderman came up with the proposition 'Do more with what you've got' and the creative idea of a 'Russian Doll' series of tubes one inside the other to communicate it. As each tube is opened, they build the message that with a more efficient infrastructure, you don't need more people to get more done. The letter copy (of which there were eight different versions) was tailored to address the particular pains IT departments face based on their individual level of IT infrastructure development.
Results
Not available.
Target Audience
Heads of IT/CIOs in mid-size companies
Size
2,000 packs
Our Thoughts
Two years ago, Russian Dolls was a popular idea in 3D mailings but here is a novel twist on that theme. As you go from tube to tube, it sets up the message so clearly that the letter doesn’t need to use any gimmicks or tricks to explain the offer. This is exactly the sort of idea Steve Harrison will be honouring in our next issue.