Microsoft - "Realizing Potential -- Fiona"

McCann Erickson

McCann Erickson San Francisco, United States

7830

Бренд: Microsoft
Страна: United States

Рекламодатель: Microsoft

Заголовок	Realizing Potential -- Fiona
Агентство	McCann Erickson
Кампания	Realizing Potential - Microsoft
Рекламодатель	Microsoft
Бренд	Microsoft
Дата первой трансляции/Публикации	2004 / 1
Бизнес сектор	Компьютерное программное обеспечение и продукция мультимедиа
Слоган	Your Potential. Our Passion.
История	You can be anything you want to be an insight that is true around the world, especially when it comes to children. Its with that inspiration that Microsofts heartwarming Fiona spot was conceived. Microsofts passion for technology helps children grow to achieve their desires, their dreams and ultimately realize their potential.
философия	We needed to move people from brand skeptics to brand advocates by driving positive shifts in Microsoft brand perceptions and overall favorability. We accomplished this by realizing that motives matter. All of our targets shared some level of skepticism about Microsoft. What they needed to believe was that Microsoft is motivated by and passionate about human potential and that Microsoft sees software as a powerful tool to help people realize their potential.
Проблема	While Microsoft is held in high esteen around product innovation, people do not have an emotional bond with the brand. With an evolving marketplace towards services and not just product, brand values became more of an important driver in favorability and purchase intent.
Тип медиа	Телевидение
Длина	60 seconds
Рынок	United States
Креативный директор	Walt Connelly
Креативный директор	Dante Lombardi
Копирайтер	Dante Lombardi
Арт-директор	Walt Connelly
Исполнительный креативный директор	Kevin Moehlenkamp
Директор рабочей группы клиента	Michael McLaren