Microsoft Perspective: Surviving, Thriving, and Winning Through Convergence

As convergence for software and hardware platforms takes hold, Microsoft needed a multi-channel strategy for communicating its relevance in Telecommunications, Media and Entertainment. Through direct B2B, Microsoft aimed its solutions toward adjacent industries to communicate its differentiators in digital rights management, spam, privacy, and security.

The campaign was brought to life by developing branding guidelines for Microsoft's Mobile, combining form and function to produce a 100+ page binder of content conveying standards for multi-channel efforts, including videos, magazines and interactive direct mail productions.

We began by leveraging Microsoft's visual identity, carefully blending futuristic video renderings with sleek, minimal typography to communicate sophistication and forward momentum. Every detail, from the color palette inspired by Microsoft Windows to interactive direct mail assembly, was chosen to reinforce Microsoft's business intelligence and innovation.

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Customers in telecommunications reported improved services, reduced costs and efficiency with fewer errors. While customers in media and entertainment reported up to U.S.$100 million annual savings, rapid deployments, and enhanced program quality. While the actuals from this campaign were not directly reported, Microsoft continued to see revenue increase in the B2B segment by communicating its capabilities in software and services.

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