Our challenge was clear: overturn views that Office 365 was desk-based, convince ITDMs to adopt Office 365 for their organisation to allow their workforce to ‘work from anywhere’, through offering a simple benefit to make their decision easy.

We took our message to the ITDMs, demonstrating the product’s benefits using a range of highly innovative out-of-home formats: train table covers, NFC-enabled Wi-Fi taxis, Eurostar terminal branding, coffee sleeves and sandwich bags, lawn art, and commuter hub dominations, involving seven media firsts in total.

At the heart of the campaign were our Wi-Fi Benches –park benches around the UK enabled with free 4G wireless connectivity. Positioned in 20 busy commuter locations in London, Birmingham Edinburgh and Glasgow, these custom-built, fully branded ‘mobile offices’ disrupted the routines of busy commuter and ITDMs offering a useful service that physically demonstrated our core USP – ‘Work From Anywhere’.

• High Return on Investment – big impact from small £55k investment

• 50k reach

• Twitter OTS 200k

• Over 7,400 user sessions

• Over 100GB per month

• Wi-Fi time sharing their experience in social media, reaching 58,200 people (worth £120,000 in free media)

Campaign Figures

• Major business conglomerates converted their IT infrastructure from Google to Office 365

• 150% increase in SMEs using Office 365

• 21m visits to the website compared to 1.4million in the previous 6 months

• Triple digital percentage growth through MSFT direct channel

• Our Out of House reached over 10m UK adults

• Data downloaded: 100MB per month

• Q3 FY13 was Microsoft’s strongest-ever quarter