The Make it Great campaign for Microsoft Office 2010 features real people sharing what motivates them to “make it great” in their everyday lives and how Office 2010 helps them do it. To reach tech-savvy consumers always on the go, the Office marketing team added Microsoft Tag to some of their magazine advertising. Scanning the print Tags with smartphones took readers to custom mobile sites where they could view videos, learn about product features, and sign up for a free trial of Office 2010.
The Office team wanted to see if this print-to-mobile approach would increase customer response and, ultimately, purchase intent. For the pilot study, the Office team placed Make it Great ads targeting tech-savvy parents in six publications during Fall 2010. Each placement contained a custom Tag that identified the ad and publication and provided the consumer with a specific mobile experience.
The results exceeded expectations. Tag-driven consumers were more engaged on the mobile site and twice as likely to view the videos as those coming from mobile banner ads.
In addition, Tag’s reporting features enabled the Office team to track consumer activity by individual ad and publication, so they could determine which marketing messages resonated best and which publications generated the most follow-through insights not usually available through print advertising alone. One surprising result: Lifestyle magazines produced better results (more scans) than computer and business publications.
“Tag is helping us solidify our audiences and do better targeting for future campaigns. We found that Tag added to the curiosity of the print ad and added a new level of interest,” says Adelheid Kutscher, senior advertising manager for Microsoft Office 2010.
Based on the success of the initial campaign, the Office marketing team fine-tuned its mobile marketing strategy and decided that the final round of magazine ads for the Make it Great campaign in Spring 2011 would all contain Tags, including additional lifestyle publications.
“When we stopped the ads last fall, both readers and our colleagues wanted to know, ‘Where did the Tags go?’” says Kutscher. “So clearly, they were engaged and the Tags were having an impact.”
Want to know more about the execution and results of the Office 2010 ad campaign with Tag? Read the “Making It Great” white paper (.pdf).