Microsoft - "Realizing Potential -- Fiona"

McCann Erickson

McCann Erickson San Francisco, Etats-Unis

7800

Marque: Microsoft
Pays: Etats-Unis

Annonceur: Microsoft

Titre	Realizing Potential -- Fiona
Agence	McCann Erickson
Campagne	Realizing Potential - Microsoft
Annonceur	Microsoft
Marque	Microsoft
Date de première diffusion/publication	2004 / 1
Secteur d'activité	Logiciels, production multimédia
Slogan	Your Potential. Our Passion.
Synopsis	You can be anything you want to be an insight that is true around the world, especially when it comes to children. Its with that inspiration that Microsofts heartwarming Fiona spot was conceived. Microsofts passion for technology helps children grow to achieve their desires, their dreams and ultimately realize their potential.
Philosophie	We needed to move people from brand skeptics to brand advocates by driving positive shifts in Microsoft brand perceptions and overall favorability. We accomplished this by realizing that motives matter. All of our targets shared some level of skepticism about Microsoft. What they needed to believe was that Microsoft is motivated by and passionate about human potential and that Microsoft sees software as a powerful tool to help people realize their potential.
Problème	While Microsoft is held in high esteen around product innovation, people do not have an emotional bond with the brand. With an evolving marketplace towards services and not just product, brand values became more of an important driver in favorability and purchase intent.
Type de média	Télévision
Longueur	60 seconds
Marché	Etats-Unis
Directeur de création	Walt Connelly
Directeur de création	Dante Lombardi
Concepteur / rédacteur	Dante Lombardi
Directeur artistique	Walt Connelly
Directeur de la création	Kevin Moehlenkamp
Directeur de clientèle	Michael McLaren