Our campaign theme was “Great Moments at Work.” So we created banners that lived up to that line. By bringing the type of our headlines to life and having the letters enact triumphant scenes from sports, we were able to tell the Office story on two levels. On one hand, the copy explained the product benefits. On the other hand, the fluid, playful animation gave that emotional, breakthrough feeling we were looking for. Suddenly, Office really was exciting and different. We were able to show consumers the product in a surprising new way.

The over-the-page units employed for this campaign have produced a startling 4.14% clickthrough rate, the highest for any online advertisement ever produced for Microsoft.