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Project Overview

Microsoft Office 2007 H&S promo ReVera consulting. Project Overview. Project Goals. Description: Target audience. Q: What's common between all of them? A: they love “GAMES”. Description: Target audience. Why GAMES?

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Project Overview

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Presentation Transcript

  1. Microsoft Office 2007 H&S promo ReVera consulting Project Overview

  2. Project Goals

  3. Description: Target audience Q: What's common between all of them? A: they love “GAMES”

  4. Description: Target audience • Why GAMES? • One part of the audience is young enough and still plays games; the other is bored with everyday life and salvation of the problems in a form of a game is a brand-new method. • Virtuality helps you to solve real issues!

  5. Description: STRATEGY • To communicate with target audience via popular type of character. • Promo – character should be androgenic to attract both genders. • As far as men usually take decisions of buying software, the promo character could have HiTech Features f.e. a robot-transformer. • The aim is to promote MS Office for Home and Student, so the character could be associated with popularized home robots. • The promo-character should bring up an association with features of Office2007 and provoke interest and emotions.

  6. Description: STRATEGY Associations: • HiTech for life • Innovations • The great features and possibilities • High quality • Multifunctional • Tested and certified Emotions: • Delight (user should take a look at promo-hero and say WOW!) • Trust • Will to explore and discover • Will for using it again

  7. Description: TACTICS

  8. Pre-launch What has to be done? • A legend for promo-hero has to be created and written. • Impressive slogan has to be created • Clear and simple content has to be written for POS-materials • POS-materials compound has to be clearly defined. What for? • A legend is needed to prove presence of promo-hero for end customer. Basing on legend we can manage communication process of promo, creating new topics. Initial story is the base of концепта будущего развития. • Impressive slogan is needed like one of main parts of selling process. There is a group of rules “effective product presentation”. The slogan should contain primary message which will help to make customers know about Office 2007 advantages. • Follow some rules such as the rule of “help to the customer” we can create effective POS-materials with customer-friendly content, designed in customer-friendly colors to help to provoke for buying. At this stage communication to customers occurs with the help of Internet. This stage give us an opportunity to inform the audience about MS new and soon launching promo. The aim is to increase an interest of the audience by some teaser information. Pre-launch placeholder on the web-page. This placeholder should contain some interactive content such as flash promo-games which show how home robots(HiTech) help in everyday life and give people an opportunity to have more free time. It will help to train users to get accustomed to the idea that HiTech help people to manage home and study things to do effective. A link to promo-site should be posted by authoritative BLOG’s users to invite people in discussion “what product will be promoted?” Making a choice people trust to “friends opinion”. Inside Office Newsletter should be sent to subscribers. It will help to inform about promo already loyal MS customers.

  9. Launch What has to be done? • Web-site placeholder should be removed. Main page has contain time-bomb section inviting to click and explore this section. Time-bomb section should inform customers about time limit condition. • Some news about promo should be posted by authoritative BLOG’s users to make people know exactly about site idea and time-limit offer. What for? • This stage is a start of promo. At this stage foundations of future(post-promo) communications could be laid down. Using web-site we could start to generate useful content which will help to increase Office 2007 new features and usability awareness. It will help to form loyal audience which will stay with us even after the end of this promo( when the price become higher). For example: to keep the audience interest tutorial films are to be made to show robot's everyday life, ending up with a new vexed question: what can help target audience become more modern and progressive?

  10. Time-bomb section • Count-down legend has to be created throughout main promo-story. This section is created to accent time limit of offer. • Post-promo period this section will be removed from site. • Visually this section contains interactive elements which helps to make an illusion that smth is flying away or leaving site. • Example: there is an inner interior of home robot’s place which contains the window there we user can see planet earth getting smaller(like flying away). Text content explains why the offer is time-limited and why promo-hero will fly away…

  11. 2d-8th weeks What has to be done? • This stage we should pay attention to offline Ads What for? • Customer decides to buy more than 70% of products type exactly in the POS. POS-materials should be clear and simple for perception. All types of POS-materials have to contain promo-hero image, impressive slogan and explanation text. Promo-hero image should influence customers emotion slogan and explanation text provide promo-messages to customers’ mind. We should try to build strong association between promo-hero and Office 2007 box(product and its functional).

  12. Post-promo period • If the goal to form loyal audience is reached we could use web-site as AD and communication placement for future Office 2007 promo. • At post-promo period we can communicate to audience from the name of family which learned from promo-hero how to manage home and study things to do effective with the help of Office 2007. But promo-hero still keeps in touch, so we can use it’s image in future.

  13. Description: web-site Placeholder: • Placeholder contains some promo-games( invitation to communication with the site), registration fields to receive personal invitation to just-open site, time-bomb (an object which will transform into promo-hero).

  14. Description: web-site • Promo-site made in “intelligent things” trend. • Promo-site is the place of promo-hero - home robot-transformer, which in a form of a game follows his aim to teach people how to manage everyday’s home stuff (with the help of Office 2007) efficiently. • There is a section, devoted to the Special offer - purchase MS Office 2007 H*S for 1990 RUB.

  15. 1-4 Aim: excite interest of the audience by dynamic, action construction that admires and inspires. MS is steady associated example of high-tech software. 5 – Inner page Almost transparent sliding-out menu that is opened by a robot (if it’s not opened by user in a matter of seconds). If the user opens menu by himself, the robot approvingly nods and cheers.

  16. Description: AD Units

  17. Technology • Web-site platform: ASP.Net, Adobe Flash • Style: hi-tech 3D • Promo-video: 3D, Flash • AD Units: lightweight cardboard constructions, paper POS-materials, digital AD materials( banners, promo-wallpapers for demo-computers in point of sales)

  18. Team Resources • Design team: • Artworks designer • Web-designer • 3D- designer • Development team: • ASP.Net developer • Flash-developer • Content production team: • Copywriter • Content manager • Management team: • Project manager • AD manager

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