The Digital Shift

The new advertising campaign that Microsoft launched this week for its Office 2007 software suite is tilted heavily toward digital media. Rachel Bondi, senior advertising and brand director for Microsoft’s information worker product marketing group, said 60% of the campaign spend is being invested in the digital space – nearly double the slice devoted to digital for the Office 2003 launch campaign three and a half years ago. “Print and out-of-home advertising are still important for driving awareness [of the new release],” Bondi told me (I interviewed her for an upcoming article in 1to1 Magazine). Digital, on the other hand, is being used to drive the user experience – in other words, getting prospects to visit the new Office 2007 website to view demos or download a trial version of the software. A series of short films on the site form the beginning of a viral campaign that Bondi said will feature shorter, 15-second clips on YouTube and other video portals.

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