2010 Winners & Shortlists

The Brief

The world was looking forward to the big launch of Microsoft Windows 7. But were the Microsoft Gulf employees ready for it? It was important that each and every one of them was up-to-speed considering what had happened with Vista. Our task was to get them up and ready for the big launch. We had to generate excitement about it and at the same time educate employees about the new features before they could market it to customers. As usual, we were up against a tight budget and just one month to achieve all of it.

Creative Execution

It’s hard to get employees to react to internal communication as they are already drowned in everyday work. Keeping their interest for as long as a month is even harder. We made the employees learn the moves of Windows 7 through Kung fu and Karate moves. The challenge readied them to face the market with complete tactics of selling and marketing the new Windows 7 – just like a true Master. Making an otherwise boring training process fun and engaging.

Describe the creative solution to the brief/objective.

We converted the corporate Microsoft Gulf offices into Kung fu CAMPS. Where every employee would train, learn the moves, test their skills and become masters of Windows 7. As a kick off, we created a multi-touch point campaign starring the employees themselves in karate costumes handing out head-bands to colleagues and even featuring on elevator stickers in Kung fu poses. Weekly emails with martial art movie spoofs, reminder desk-drops like chopsticks, Tiger balm; ambient stuff like punch bags, cushions to meditate on launch ideas, mug wraps and exciting posters, asked everyone to master the 3-step online challenge.

Results

Almost everyone across sales, marketing, management and senior management participated. The online martial art movie spoofs were absolutely loved, causing laughter and furore in their otherwise strict corporate environment. Employees were seen having fun and discussing their colleagues who had featured on elevator stickers in actual Kung fu costumes. The most important outcome - our Kung fu CAMP managed to train, test and get employees ready for this mega launch. This campaign was so successful that Microsoft marketing teams have been featuring it as a case study across markets for future internal readiness programs.