2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

The most common way people get pirated software is by asking friends and colleagues for it. So we sent out a brown paper envelope (each of the 3,000 mailers was hand-written to make it look as if it's come from a friend). On opening it, the receiver found a CD with a hand-written post-it note. Within seconds of loading the CD his PC crashes. Moments later, a message appears to tell him how if this was pirated software, it could actually make that happen. They were offered a discount on Windows Genuine Software if they purchased before a particular date.

Results

49 out of the 3,000 prospects purchased Windows Genuine Software within 5 days of receiving the mailer. The campaign closed with a response rate of 9.91%, which is 3 times higher than what Microsoft had experienced with mailings in the past. The mailer earned rave reviews from people and was received by them in quite good spirits. Many Microsoft retailers reported that people buying Genuine Software actually recounted the shock they got when a certain fake CD from Microsoft made their PCs crash for few a minutes.