Case Study

VIDEO MARKETING & MICROSOFT ADVERTISING

Leading a Rebrand with Video Marketing

Microsoft wanted to make sure that their transformation from Bing Ads to Microsoft Advertising inspired and sent a message about what the evolution of their brand and the offering it represented stood for.

Telling a story about relevant communications driven by AI and data should be fairly straightforward. Getting people to listen to this story while the Internet is abuzz with tales of privacy violations and data breaches? Well, that’s a bit tricky.

So, to put their people-first marketing in the spotlight, we turned to a more digestible medium in a way that was sure to grab attention: Video marketing. Namely, a video anthem.


INDUSTRY
Tech

AUDIENCE
B2C
B2B

WORK
Video
Tagline

HOW WE HIT "PLAY" ON VIDEO MARKETING

To develop our strategy, we dove deep into the pillars of Microsoft—intelligence, trust, and empowerment—to get to the story of this evolution. We told the story of connections between people and showcased the earned trust that people have in Microsoft’s brand that makes the value of human ingenuity possible.


INTELLIGENCE

Many marketers have heard of Artificial Intelligence (AI), but they’re not too quick to jump on it. Some see it as just another buzz word and others don’t even know what it is. What they do know is that they want to get closer to consumers—now. What they don’t see is that the intelligence that Microsoft Advertising offers exactly what they need to connect with consumers. Intelligence fosters human connection. And it’s all about connections.


tRUST

Customers demand that we use their data to curate playlists and anticipate their needs, but all too quickly, this gets scary. Open a paper on any given day and you will likely read about a security breach. Americans are having a harder time than ever trusting tech companies. But Microsoft knows that trust is earned. This is why they have put trust into their mission and spend $1 billion annually on cybersecurity. Microsoft is a trusted brand.


https://www.youtube.com/watch?time_continue=3&v=GebGspengLo

THE VIDEO

For the treatment of the 1:19 video, we decided to replicate the four quadrants of the Microsoft “flag” to be able to show a diverse range of people–and support Microsoft’s dedication to inclusion within their offices, products, and advertising. This people-first spot celebrates and champions their customers–real people in the real world working towards their business goals online.


THE RESULTS

This video anthem debuted at the 2019 Microsoft Inspire Conference to excite internal teams about the evolution from Bing Ads to Microsoft Advertising. Initially leveraged to announce the brand transition, this anthem has lived on in social posts, social advertising, and online.

INQUIRE

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