Microsoft's Office 365 software lets employees connect and access shared files from anywhere. They no longer need to be in the same building as each other.

Using the insight that every office contains things the employees hate – an annoying person or disgusting kitchen – our radio ads focused on the benefit of being able to avoid these things by using Office 365, allowing people to work together without actually being together.

This humour helps create more reasons and need for our audience to get out of the office and work remotely with the product.

The key to the success of this idea was the immediacy of our ads. We negotiated with national newspapers to arrange a special last-minute deadline that allowed us to create LIVE print ads that followed the rugby tour.

As each game played live in Australia, our team in the UK watched using sophisticated sports-tracking software on-screen to capture data from the matches IN REAL-TIME – every scrum, lineout, try, kick, tackle and more. Within minutes of the end of each match, this data was fed into Excel to generate 3D graphs of the gameplay and instantly produce ads for the very next edition of the daily newspapers alongside actual match reports – for every single game of the tour.

To meet the negotiated deadlines of national newspapers, turnaround time was just 30 minutes from the end of each game. Over 45 individual press ads were created live in this way.

The live press ads became the rugby fans' favourite reports of the matches.

The ads drove traffic to a website and into social media where the campaign earned 6.8 million impressions worth £14.25 million of free media.

The ads even appeared on the blogs of former Waratahs players (Australia) and former All-Blacks players (New Zealand), each with over 120,000 rugby-loving readers. In the UK, the campaign reached over 2,676,000 rugby fans, and Microsoft's fan-base increased by 7.5%.

The Lions made history and won the tour for the first time in 16 years. But we had nothing to do with that.