| Title | MARRY ME MICROSOFT |
| Brand | MICROSOFT |
| Product / Service | VARIOUS SOFTWARE PRODUCTS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | UM Sydney, AUSTRALIA |
| Entrant Company: | UM Sydney, AUSTRALIA |
| Media Agency: | UM Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Tristan Burrell | UM | Communications Strategist |
| David Haddad | UM | Client Service Manager |
| Gareth Begent | UM | Account Manager |
| Michelle Kulbicki | UM | Account Manager |
| Nikita Cuffe | UM | Media Buyer |
| Stephen Taylor | UM | Media Buyer |
| Lisa Hickson | Microsoft | Marketing Director - Consumer and Online |
| Tina Flammer | Microsoft | Product Marketing - Microsoft Office Consumer |
| Catherine Grima | Microsoft | Integrated Communications Manager |
| Ben Tan | Microsoft | Corporate Communciations Manager |
| Justin Ricketts | Ensemble | Managing Director |
| Tim Hodgson | Ensemble | Director |
| Matt Cameron | Ensemble | Account Director |
| Gemma NiMaoltuile | Ensemble | Account Manager |
| Mitch Loadsmen | Ensemble | Account Manager |
| Marie Sornin | Reprise | Head of Social Media |
| Augustin Neuve-Eglise | Wunderman | Senior Account Manager |
| Heidi Robinson | Wunderman | Account Executive |
| Diana Bates | Wunderman | Business Director |
| Kathryn Colliton | Howorth | Senior Account Manager |
With minimal paid media support we reached over three million people. In fact, Mike’s wedding planning efforts generated over $1m of PR coverage. Those people now view Microsoft software in a more positive light. Not only did interest in the various products increase by as much as 40% but more consumers now see them as innovative (increased by up to 33%). So a great result for Microsoft Australia and so too for Mike & Jenny. Jenny loved the dress and the wedding went off without a hitch.
Give one man, one PC and one week to plan his wedding. Groom Mike was locked into a custom-installed ‘Bachelor Bubble’ in Sydney’s city centre. He was given $25k and tasked with organising every detail of his special day. The catch? He was armed only with Microsoft products and an internet connection. And he had to do it all without the help of his lovely fiancée Jenny. Cloud computing technology meant Mike got a little help from his friends. Each day he was set specific tasks and the public got in touch to offer advice. In just five days Mike had to breakdown his budget, secure a venue, write his speech, and even choose Jenny’s dress. Because everyone loves a good wedding, the media rushed to report the story. All we needed to do was leverage our contacts and give a little nudge in social media.
Microsoft Australia was up against it. Its brand value had grown by 3% in the last two years, whilst Apple’s had leapt by 54%. Why? More and more Australians saw the PC as the boring computer they use at work; a Mac was what they wanted at home. We needed to show people that Microsoft software isn’t just for the office – that it is equally useful in organising our everyday lives. We also had to make it desirable. But unlike Apple, Microsoft is an ingredient rather than a physical product. Without beautiful design or sexy packaging there had to be another reason for people to take notice. A story. Brought to life in real time, in the real world, for everyone to see and participate in. Something so outrageous that it might just spark Australia’s imagination and even capture its hearts.