The objective was to create awareness of Office OneNote, the Microsoft note-taking application, and encourage download of free trials. We needed to overcome inertia for just "another Microsoft product" and instinctive feelings of "I don’t need it". The insight was based on the proposition: stationery is bad. It's unreliable, impractical and downright dangerous. A series of unbranded, humorous viral films brought this idea to life and directed viewers to a OneNote microsite where a free trial could be downloaded. An estimated 1.5 million people viewed each film within one week, website hits were well in excess of targets and 12% of visitors downloaded trials.