We took over homepages of IT/business sites with ‘Page–tear’ ads-an unobtrusive ad which when clicked opens a tear you rip across the page with your mouse. Larger MPU’s (Messaging Plus Units) allowed for interaction and the provision of more information via clickable options and links. A through-the-line package with the FT centred on a co-branded microsite, with jointly produced FT.com/Microsoft content, allowing users to discover more information without a hard sell. A discussion forum also gathered feedback and audience enquiries.

Evaluation packs for Windows Server 2003 were requested by 4,000 IT and Business Decision Makers (4 times the target), visits to the Windows Server website trebled, and hundreds of positive comments were received via the FT.com discussion forum. Spontaneous awareness of the product also increased by 20% amongst the target audience during activity. The campaign represents a significant step forward in the erosion of cynicism amongst IT and Business Decision Makers towards Microsoft.