Old School Advertising

Background

New Zealand schools are still using photocopiers and snail mail more than they need to. Microsoft wanted to introduce head teachers to Live@edu, their no-charge service that provides “New School” tools like email, calendars, document sharing, instant messaging, mobile email and more, making it easier for schools to communicate and collaborate.

Idea

To get school Principals’ attention about “New School”, they were addressed in a deliberately “Old School” way.

They were mailed a quill and ink in an old cardboard box and, to get them fully engaged, they were invited to write back to Microsoft for more information using the quill provided.

Results

19% of Principals have responded so far with more expected to get in touch after the school holidays. Proof positive that “old school” DM can still make the grade!

Our Thoughts

Intriguing that Microsoft uses good old-fashioned mail to talk to an important target group like this. In the UK, Google has started using mail as well to talk to businesses. Could it be that even the biggest e-businesses of them all recognize that you are more likely to open a letter or a small package than you are an email? Now there’s a pleasing irony and further proof that in the email v. snail mail battle, the “old school” approach is making a come-back.

As for the idea itself, it’s a classic bit of opposite thinking. You dramatise the modern by showing how very ancient the “ancient” is.

The quill is intrinsically interesting, especially to the didactic minds who received it, and I would love to know how many school Heads handwrote their replies.