Cannes Lions
OGILVYONE WORLDWIDE, Copenhagen / MICROSOFT / 2005
Overview
Entries
Credits
Description
The solution used a tongue-in-cheek approach to disarm the significant scepticism of the Navision consultants. A courier delivered a standard pizza box to the consultant’s desk. The tagged-on receipt said "Microsoft - Pizza & Software".The idea was to battle one prejudice about Navision and SQL Server with another, about the target group itself, that they are pizza-munching code-crunching geeks.Inside the box: letter & headline: "There are a couple of myths we’d like to dismantle". Very serious, non-designed digest of the full benchmark report. Registration card with the line, "An encounter with prejudice".
Outcome
88 % of all Danish Navision partners were represented at the seminar. About 75% have begun working with SQL Server for Navision.Microsoft hoped that each partner would send 1 or 2 participants, in actual fact each partner sent on average 4 consultants to the seminar. Total participation was 67% above target.
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