How VML became Microsoft’s new Office.

Since being appointed as lead creative agency in 2015, VML has been helping drive creative innovation across the entire Microsoft brand by applying a digital-first and human-focused lens to the business.

Case study

Giving Office 365 a more meaningful role.

VML worked with Microsoft to give their subscription-model suite of apps a new purpose. By positioning Office 365 as an enabler, we drove awareness of the cloud-based solution and its benefits while emphasising the human element of its use.

Challenge

Office 365 had very low awareness amongst Australians. While they were almost all familiar with the core apps of the Office suite in general, they had little understanding of the points of difference or the subscription model for accessing Office 365.

Idea

To demonstrate how Office 365 enables customers to achieve what’s significant to them, we told a very real story about Julia, a little girl with a big idea: to create flavoured bubbles. Using all of the Office 365 features, we took viewers on a journey, proving that a simple suite of apps really can turn any dream into a reality.

Result

Our campaign demonstrated the entire Office 365 suite in an engaging and memorable way. We also exceeded projected video views by 40% and bettered the projected click-through rate by 12%.