Leaking Pen — Viral
Paper cut — Viral
Rubber band — Viral
Ambient media
Microsoft — Onenote
When you stop and think about it, stationery is iust not up to the job. Pencils break, pens leak, bands snap and don't even start on staplers. OneNote is Microsofts answer. Everything you could possibly dream of packing your pencil case with but in your laptop an fit for purpose.
It set us thinking. Stationery is bad, so we launched three viral films bring the obvious to everyones attention. Starting with an internal email from Microsoft's HR department warning of the perils of stationey and than traditional seeding we set the films running. We taped off Microsoft's stationary cupboards and we even doctored the biros in their reception.
6 weeks later 12 million people had seen the films, rising to 16 million over the next 6 months. Microsoft established a global benchmark to marketing, and we carried of a silver Lion.