Microsoft Advertising is targeting media planners with a new campaign promoting the company’s ability to target mums.
Capitalising on the insight that today’s mums are extremely time poor, Stephens Francis Whitson has devised a mailing to clearly demonstrate how Microsoft can help brands get noticed.
The mailing is being sent in a box which includes the message ‘Today’s mums are only looking for one thing.’ This opens to reveal a 16-hour clock with the line ‘mums wish it would last longer’ and a brochure detailing how Microsoft Advertising can reach millions of busy mothers. It includes a strong call to action to send them to a microsite.
SFW client services director Matt Connor said: “We were dealing with extremely time-poor individuals so even a brand like Microsoft has to work hard to get noticed.
“Direct mail is the perfect channel to achieve this, with the ability to give both tangability and relevance to our audience, and allowing the recipient to absorb the brand’s messaging in their own time, at their own pace.”
SFW, and sister agency VCCP Digital, won the Microsoft Advertising account in August 2010, following a pitch against Microsoft’s roster agencies and are mainly be responsible for promoting the technology giant’s advertising offer to businesses.
The appointment signalled a boost in activity in the search space through its Bing search engine and also plans to build its range of display ad solutions.
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