People Ready

Situation
Microsoft sees the need to find a unique and differential value proposal within the mid-market segment.

Communication objective:
To add value to the brand by means of a strong and differentiating attribute.

Communication Strategy:
Developing umbrella communication pieces of a unique and differentiating attribute (Microsoft software is the one people use) as well as of the niches for each need for software infrastructure.

The campaign’s core phrase “The importance is not in software”, sends a clear message which diverges from competitors’ communication. Additionally, the tagline “Tools ready for people, people ready to use them" underlines the main attribute of Microsoft products.

Communication
The campaign included mass media and specific actions to accompany the sales process.

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