The campaign, created with Cliff
Freeman & Partners, shows people using Office.com and sends the message
that the site can help businesspeople realize their goals.
“Showing individuals who are passionate about their work becoming even more
successful by using Office.com really resonated in focus groups as a way to
communicating the site’s breadth, depth and relevance,” says Arthur Bijur,
president of Cliff Freeman & Partners.
The television campaign consists of three 30-second spots that will air in
27 markets with high penetrations of both small and medium-sized businesses
and Internet usage. In addition to network airings, the spots will run on
targeted cable outlets including CNN, MSNBC and A&E Television.
Radio spots and outdoor advertising are also being placed in key target
markets, taking advantage of Office.com’s relationship with CBS, which
holds a minority stake in the company.
Online advertising, begun in the fourth quarter of 1999, will continue to
run as support for the campaign as a traffic driver.
Spending for the campaign was not disclosed.