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Microsoft
Harmony for the Holidays

RAN IN: North America

CLIENT
Microsoft

Kathleen Hall, CVP of Global Advertising and Media
Deana Singleton, General Manager of Global Advertising
Carol Phillips Hutchinson, Director of Global Advertising
Jenny Leahy, Director of Social Advertising

AGENCY
McCann New York *Lead Agency

Kevin Nelson, Managing Director
Sean Bryan, Co-Chief Creative Officer
David Banta, EVP, Executive Creative Director
Mel Senecal, Senior Producer
Michelle Kiely, EVP, Global Strategy Director
Courtney Leblanc, Account Supervisor


Empower Media Team


SUMMARY

People love Apple – and, especially during the holiday season, the best deals and offers can't compete with love. This was leaving Microsoft, seen as generic and discounted, without much holiday cheer.  So to generate some love, Microsoft decided to share some of its own – with Apple. By making an unprecedented peace offering with its biggest competitor, Microsoft saw its brand love spike +32% around the world, while purchase intent jumped +6% YOY2 – revealing that Microsoft's best offer of the season was also its biggest: its heart.   

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CINEMA;INTERACTIVE/ONLINE;Digital Video;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Young Men and Women (20-35)

Objectives: Build brand equity

Type: Business to Consumer

Classification: Local;National

Language: English