Direct > Use of Media
ONENOTE BAD PEN CAMPAIGN
MRM PARTNERS UK, London / MICROSOFT / 2005
Overview
Credits
Overview
BriefExplanation
OneNote is a fantastically useful note-taking application from Microsoft that combines the freedom and flexibility of pen and paper with the power and efficiency of digital tools. With OneNote you can take, organise and share notes (even handwritten ones) easily and intuitively on a laptop, desktop or tablet PC. Our brief was to create awareness and desire for OneNote, and to encourage potential customers to download a free trial version. Potential customers could be almost anyone who uses a PC and Microsoft Office, and takes notes, whether for work, education or leisure projects.
CampaignDescription
Our challenge was that no one thinks they need OneNote. Merely selling the benefits of another Microsoft application - however useful - simply wouldn't work. So we decided to dramatise the idea that pen and paper are just not up to the job, through the proposition "stationery is bad". As part of a campaign, we created boxes of "rigged" Bic pens that looked exactly like the real thing, but didn't work – vividly demonstrating our point. On closer inspection, each pen carried our microsite url, where OneNote was revealed as the solution and a free trial version could be downloaded.
Outcome
The pens were left in company receptions and handed out to office workers, in London, Edinburgh and Reading, enabling us to hit some of our key target audience in their offices. The campaign itself broke new ground for Microsoft, and the pens contributed significantly to its success. Hits to the website were well in excess of target. 14% of site visitors downloaded the trial version.
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