PROJECT OVERVIEW

Project NameCompany NamePresenter Name

PROJECT GOALS

Drive awareness for Office 2007

Promote Office 2007 new features such as new professional methods to increase home productivity

Help to push up sales

Smth more?

DESCRIPTION: TARGET AUDIENCEPrimary: Youn

g married w/withou

t kids (25-34).In

detail: -

Young

families have

more

limited

househol

d budgets (messag

e about 3 installations

– one box for the

whole

family or share a

copy with relatives legally)-

Dads/Guys are stronger influencers in technology

purchase decision

s-

Majority

in technology adoptio

n

Secondary:Students (higher education) part-/fullti

me employed (20-24)

Q: What's common between all of them?

A: they love “GAMES”

DESCRIPTION: STRATEGY

•To communicate with target audience via popular type of character.

•Promo – character should be androgenic to attract both genders.

•As far as men usually take decisions of buying software, the promo character could have HiTech Features f.e. a robot-transformer.

•The aim is to promote MS Office for Home and Student, so the character could be associated with popularized home robots.

•The promo-character should bring up an association with features of Office2007 and provoke interest and emotions.

DESCRIPTION: STRATEGY

Associations:HiTech for lifeInnovationsThe great features and possibilitiesHigh qualityMultifunctional Tested and certified

Emotions:Delight (user should take a look at promo-hero and say WOW)TrustWill to explore and discoverWill for use it again

DESCRIPTION: TACTICS

Pre-launch stage:

This stage give us an opportunity to inform audience about MS new and soon launching promo. The aim is to increase an interest of audience by some teaser information: The placeholder on the web-page should be placed. This placeholder should contain some interactive content such as flash promo-games which shows how home robots help in everyday life and give people an opportunity to have more free time.A link to promo-site should by posted by authoritative BLOG’s users to invite users in discussion “what product will be promted?”Give audience an opportunity to register for receiving newsletter which will inform user the site is opened.All digital teaser Ads should be placed on selected sitesAll promo-video should be putted up in selected points of salesInside Office Newsletter should be sent to subscribers

DESCRIPTION: TACTICS

Launch stage:Web-site placeholder should be removed.AD Units should be updated.Some news about promo should be posted by authoritative BLOG’s users.Press release should be send to all selected recipients.

DESCRIPTION: TACTICS

Activity downturn stage:Office 2007 H&S could be placed in a

prominent position in a film or television programme as a form of advertising( min. budget ~ $100k, audience coverage – the audience of channel)

To keep audience interest …shto-to nado pridumat’.

DESCRIPTION: WEB-SITEPlaceholder:

Placeholder contains a few promo-games( to invite audience in communication to web-site), registration fields to receive personal invitation to just-open site, time-bomb (an object which will transform into promo-hero).

DESCRIPTION: WEB-SITE

Promo-site made in “intelligent things” trend.Promo-site is the place of acting of promo-hero where home robot-transformer follows his aim to teach people how to manage everyday’s home deals(with the help of Office 2007) efficiently. There is a section, devoted to the Special offer - purchase MS Office 2007 H*S for 1990 RUB.

1-4 задача: вызвать интерес - динамика, экшн, движущяяся конструкция, вызывающяя восхищение. вызвать устойчивую ассоциацию с МС - как примером передовых технологий в области ПО.

5 - внутренняя страницаслабо заметное выдвижное меню, которое (если не открыто в первые несколько секунд прибывания на сайте) открывает для пользователя робот помошник. Если же ссылка открыта самостоятельно - Робот может выказать свое одобрение и восхищение проницательностью пользователя.

DESCRIPTION: AD UNITS

Form Details Placement location

Online ADs Banners

Promo-video

Wallpapers

Promo-games

Offline ADs Lightweight cardboard constructions

Points of sales

Flycards Universities, offices

Plasma ADs Crowded places

Promo-video Points of sales, demo-computers

Product placement TV programmes

TECHNOLOGY

Web-site platform: ASP.Net, Adobe Flash

Style: hi-tech 3D

Promo-video: 3D, FlashAD Units: lightweight cardboard constructions, paper POS-materials, digital AD materials( banners, promo-wallpapers for demo-computers in point of sales)

TEAM RESOURCES

Design team

Development team

Content production team

Management team

Design team:•Artworks designer •Web-designer•3D- designer

Development team:•ASP.Net developer•Flash-developer

Content production team:•Copywriter•Content manager

Management team:•Project manager•AD manager