To generate awareness of special price conditions for small business (Office and Windows 2000) for a limited period;Work in parallel with BSA anti-piracy campaign;Target audience: decision makers in small organisations.Main promise: opportunity to legalize the software. To increase level of attention and create an unusual situation, media solution was to create a synergy between the content and the newspaper layout itself, where the ad used the title of the supplement (Economy or Money) as a complement. Taking advantage of the anti-piracy of software that is periodically aired, Microsoft made a sales promotion of the Office 2000. The budget was restricted, therefore the actions for this promotion should be greater.Media, together with creation looked for new ways to accomplish this job.Newspaper is a media that has good results when the subject is retail. Circulation data was analyzed as well as the consumers profile of each newspaper in order to define our media plan. O Estado de São Paulo and Folha de São Paulo are the main newspapers of the city, and have a profile of qualified readers and high index of affinity with our target. We made use of the supplement of economy and business of each newspaper, because the aim of these ads was disclosing the promotion, calling the attention of a great number of readers.

Ads were aired in the cover of each supplement, exclusively together with the main subjects of economy, and making use of the title of the supplement part of our promotion.Results: 43% of campaign awareness, 15% purchase intention among Small Business decision makers.

Taking advantage of the anti-piracy of software that is periodically aired, Microsoft made a sales promotion of the Office 2000. The budget was restricted, therefore the actions for this promotion should be greater.Media, together with creation looked for new ways to accomplish this job.Newspaper is a media that has good results when the subject is retail. Circulation data was analyzed as well as the consumers profile of each newspaper in order to define our media plan.