Working on the Microsoft team at Wunderman, I got to:
1. Learn a lot
2. Hear a lot of really cool people speak
3. Figure out how to make the Internet of Things accessible to the average Joe. Here’s some of that attempt from a campaign that spanned one sheets and banner ads to native advertising and articles.
From the client: “We felt really good about the team, creative and outcome of our work together. And frankly, I think WUN came with their A-game for the IoYT effort which was important.”
Challenge: Carve out Microsoft’s unique stance in the Internet of Things conversation. And then explain it in a single quick-to-digest one sheet.
Solution: Our team had come up with several names for the IoT campaign name, and I’m almost positive after hearing the client talk on a call I thought out loud something like, “it sounds like Microsoft is about connecting the Internet of your things, your things is what matter, not just any old things.” And I got death glares from the team since we’d spent forever and a day coming up with less straightforward options. Of course, memory is a fallible thing, but nonetheless, we use the idea of “IoYT” to convey the benefits of what happens when you connect your devices and have Microsoft to help.
Challenge: Expand Microsoft’s reach with SMBs, educating on how IoYT could impact their businesses and end customers and why it is worth the investment.
Solution: Weekly team content planning sessions resulted in about 7 to 10 topics we’d ultimately pitch to the client, who would offer suggestions for ways to expand on an idea or simply green light it. Numerous articles and social content tackle the topic from numerous angles (how to do it, security, integration, benefits, etc.)