Anything can be considered a process and any process can be visualized with Visio 2010 – even the plot of a fairy tale. Consistently, this campaign is centered around staging fairytales – with Visio 2010. They were animated as online films and seeded online. A landing page and set of banner ads encourage the target to download Visio and participate in the Visio contest where they can create their own fairy tale using Visio. The submissions can be voted on within the landing page.

Once upon a time there was a software application called Visio. It was considered the standard software for process visualization and was well-known among its target group – IT professionals. One day, a new version entered the market: Visio 2010. Visualizing complex relations and processes was even easier than now. The tagline cut straight to the chase: “See it. Get it." The mission: spreading the tidings of Visio 2010 – with an online campaign that would embody the tagline and approach the product from an unusual perspective. The goal: creating awareness and encouraging the target group to interact and download.

Compared to the previous Visio campaign, the number of landing page visitors increased by50%.During the current campaign period, about 50,000 people visited the landing page and 65,171watched the Visio fairy tale videos, resulting in a conversion rate of 9%. The free Visio 2010trial version received over 4,000 clicks, and more than 1,100 users were interested inpurchasing the software. There were 23 submissions for the fairy tale contest. Conclusion: theVisio 2010 fairy tale campaign has been a great success within the target group.

Software benefits told by a fairy tale is pretty unusual for IT professionals. Microsoft never did that before. Actually, we just showed that you can visualize everything easily with Microsoft Visio 2010 – including your very own projects. Letting our IT pros tell their own fairy tales, we made them be a part of our campaign. They had fun. They learned the product features. Plus they learned that Microsoft isn’t that uncool at all.