Cannes Lions
UNIVERSAL McCANN SAN FRANCISCO, San Francisco / MICROSOFT / 2003
Overview
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Credits
Execution
The TabletPC offers a completely personal and unique computing experience, one that cannot be fully proven with traditional magazine advertising. The media team generated the idea of profiling interesting Tablet users, then showcasing how they would use the product. Magazine partners were then asked to produce the Profiles, effectively customising each message for the environment and reader. We then integrated the Profile idea into our overarching magazine negotiations.
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