In partnership with Rogers Media, the publishers of 2 leading women’s magazines, we developed the MS Office Cover Tool. Parents started their customised cover by uploading a photo to the online tool. They could then manipulate the photo’s position and size, change the colour of the masthead and choose from a selection of headlines that communicated the benefits of MS Office or were relevant to either magazine.

The printed covers were mailed directly to subscriber’s homes with an additional personalised message from MS Office on the IFC. If they couldn’t wait to share their covers, parents could immediately post to their Facebook newsfeed, print copies or email to friends.Interest was generated in the tool via co-branded promo pages in magazines and online, in-book editorial, radio spots, e-newsletters, Twitter and blog postings. The tool was surrounded by MS Office demo banners to drive trial of the software.

- 6,000 personalised covers were created; 11,000 emailed - 1,300 incremental subscriptions were sold - consumers were so excited about the promotion they were ordering multiple copies to ensure they had a personalised cover for each child- Added value generated a 3:1 ROI in media spend- Campaign drove an incremental 350,000,000 impressions and 25,000 visits to the site; Microsoft received over 300 opt-ins