Our campaign theme was 'Great Moments at Work.' So we created banners that lived up to that line. By bringing the type of our headlines to life and having the letters enact triumphant scenes from sports, we were able to tell the Office story on two levels. On one hand, the copy explained the product benefits. On the other hand, the fluid, playful animation gave that emotional, breakthrough feeling we were looking for. Suddenly, Office really was exciting and different. We were able to show consumers the product in a surprising new way.

Our efforts got Office Student and Teacher Edition off to a resounding start. The Dock creative strategy in particular resonated with the audience. An astounding 90% of the initial ad clicks resulted in prospects moving from Microsoft.com to an online reseller.