Situation.

Microsoft sees the need to find a distinctive and unique value proposition in the mid-market segment.

Communication goals.

Give value to the brand as a strong and distinctive attribute.

Communication strategy.

Develop an umbrella communication of a distinguishing attribute (Microsoft software is the one that people use) and also of the niches for every need of infrastructure software. The central sentence of the campaign, "the important thing is not the software", sets a strong concept and rupture with regard to the communication of the competition. Furthermore, the tagline, "Tools ready for the people. People ready to use them", highlights the main attribute of the Microsoft products.

Communication actions.

The campaign covered from mass media through specific actions to accompany the sales process.

Concept.

"The important thing is not the software"

The concept is based on the focus of Microsoft products: the people. To convey the idea that Microsoft tools help develop the potential of people.