Microsoft will direct 60 percent of its advertising to digital media in a new campaign to sell Office 2007.
The campaign, set to run through the end of the year, “includes print, online and out-of-home advertising, a series of Web films that drive users directly into relevant product demos, an online experience with demonstration and trial at www.Office2007.com, and relationship marketing,” according to a company representative.
In the last big Office advertising blitz — the “New Era” campaign with the dinosaurs — only 30 percent of the spending was directed toward digital media.
The Office 2007 tagline for the campaign is: “It’s a new day. It’s a new office.”
In fact, the new version of Microsoft’s flagship suite of productivity applications — released to businesses Nov. 30 and consumers Jan. 30 — has a dramatically changed user interface.
Targeted markets are the United States, United Kingdom, Japan, Germany, France, Canada, Brazil, Mexico, Italy, The Netherlands, Australia and India.
Microsoft’s agency of record, McCann Worldgroup, worked on the campaign, which is led by McCann Erickson San Francisco and MRM Partners. Microsoft would not disclose the budget for the campaign.