We created a 5-episode love story – one for each technical feature MICROSOFT wanted to communicate – involving a developer and his girlfriend, which we seeded on China's leading video portal. Over the course of these episodes, we showcased the life of a typical developer – crafting the human element – and we relayed how VS10 can help developers balance their work and life – fostering the emotional connection. In the first episode, the girlfriend complains to her boyfriend that he never answers her calls in a timely manner. In another episode, we profiled HEIL, a new feature in VS10 that considerably improves response time. Other episodes featured Visual Studio’s vastly improved C++, its more agile coding, its more efficient debugging, and its more powerful testing platform. All these features helped the developer keep in closer contact and spend more time with his significant other. The connection to love was seamless.

UM’s pioneering approach led to over 8,000,000 views, approximately 5 times the 1.5 million developers in China. Moreover, our video was re-posted around the web 14,000 times! The campaign also received over 10,000,000 page (views?) and 700 video results on regional search engines. It was recognized by the Internet Marketing Committee of China (considered by many to be the marketing industry's leading organization in China) with a ROI Nomination Award. The campaign was also awarded Digital ROI Nomination Award from DSZR, a leading marketing and advertising body in China.