Extend your open-mindedness and communicate with everyone.Insight: • develop e-ad campaign with special tonality to fit the Mac community and to explain that Mac OS & Office Mac are inseparable• demonstrate that Microsoft wants the 'outsiders' to unite with the 'majority', which is the world of Microsoft OfficeImagination:• an absurd picture story. A burlesque ambiance where we play on the communication of characters using speech bubbles.

• 4 banners – each illustrates one innovative feature of the new Office Mac Pro. • a website which invites consumers to see the product and its functionalities.Impact:• increase in-brand and product awareness• the anticipated click rate was 0.5%• click rate average of 0.8%• good perception of the campaign – should launch a new e-ad wave for FY06 & develop trade marketing tools