Advertising campaign "Programa Mi PC"

Situation:
By the request of the national government with the objective to reduce the digital gap in our country, Microsoft and Intel along with the main technology vendors, distribution channels and credit companies of Argentina, worked together to offer a high quality computer with a price and finance plans accessible to the sectors of smaller income of the population.

Objective:
Brand creation, positioning, generation of desire (me too) and traffic towards the points of sale across the country.

Strategy:
To communicate the program from three identifiable sources with messages both particular but in relation to the rest. Government: Presentation of the program (legitimization of the action) MiPC program: Launching of the program and positioning of the brand Retail: Detailed communication of the offer, technical characteristics and point of sale.

Communication:
Coordination of messages and guidelines with the government, development of a manual of uses and brands to be used by the retailers, centralized elaboration of the POS material, design and implementation of Web page, creation and production of a TV commercial, elaboration of NTAs in top TV shows.

Results:
Main result: Market positioning of the MiPC program and creation of demand for the product, over 60.000 sold PCs in the two first months of the campaign. Secondary result: Market growth. 50 % increase in sales of computer equipment.

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