Reach People When Others Can’t
We pitched Microsoft three concepts aimed at recruiting media sales people. The one they went with took the headline styling of one of the others, but pretty much stayed true to the idea presented.
Get in Their Homes
The whole idea was to use traditional advertising in the home environment where Microsoft could reach the target audience showing that they’d be selling a product that would be so targeted with such an expansive reach that the potential buyers would be eager to add it to their marketing spend.
Appropriately Placed
Very appropriately, this advert was placed in Underground stations, showing traditional advertising that would be lined up and down the escalator route along the walls of the intended audience’s home. They couldn’t miss the messaging. It was delivered to them in the comfort of their home just like the advertising the Microsoft media sales people would be selling. It would reach the consumer in the exact minute it was needed.
Dawn Kelly 