Brief:
Reach out to software and web developers who feel distanced from Microsoft and don’t think the brand ‘gets them’.
As an audience developers are known to be extremely distrustful of both advertising and Microsoft – in research groups they’ve been known to switch off as soon as they see a brand logo.
Solution:
Firstly, we created an ambient campaign of stickers and flyers written in a language (known as pseudo-code) that would mean a lot to developers but very little to the general public. This got them talking and led them to a site (www.ilivetocode.com) of innovative technologies that Microsoft developers had created. The campaign was then extended to ambient media, posters and banners using insights that developers could identify with.
