AWARDS 2013, CATEGORY 15: Purechannels for Avnet/Microsoft
Shortlist best channel-marketing initiative: ‘Microsoft Office 2013: Office Olympics’
Avnet approached purechannels to create a partner campaign for the launch of Microsoft Office 2013. The objective was to raise awareness of the new Office, engage partners and offer incentives in a way that has never been done before by Avnet.
purechannels created a multi-touch campaign, based around the concept of ‘Office Olympics’ which signified the many different levels of activity that Microsoft Office 2013 provides solution for.
The campaign included a number of different elements, delivered over a core period of one month:
1. HTML5 platform game: hand-illustrated and animated
2. Email communication (x 6)
3. Postcard DM, carrying QR codes that linked to the game for multi- device access (x4)
4. Web banners (x3)
5. Landing page.
There were 130 partners targeted creating a total audience (actual contacts) of just under 300. The spend per reseller ranged from just over £1000 p/a to well over £500k, so the campaign had to speak to everyone and deliver the same message.