Microsoft needed to raise the profile and reputation of its Lumia brand among business users to support its "mobile first, cloud first" strategy. The #OfficeLove campaign was developed to significantly boost Lumia's brand positioning using a provocative creative platform that "8 out of 10 relationships start in the office", based on research showing most Lumia business users chose it for personal use too. Using multiple channels including events, social media, and direct mail, the multi-week campaign increased Lumia brand consideration by 21% and preference by 12%, exceeding targets and helping raise Lumia's business market share.

1. 21Best brand initiative:
#OfficeLove campaign
for Microsoft by The
Marketing Practice

2. #OfficeLove was the
central brand campaign
underpinning the
increase in Lumia’s
business share to 26%1
from a base level of 12%2
02Entry category 21: Best brand initiative
Summary
Microsoft needed to transform the fortunes of its Lumia brand in the business market to
deliver on its “mobile first, cloud first” strategy. It was seeing traction from its wider Lumia
Business Transformation Programme, but its brand metrics still lagged well behind the
market leaders’. It realised that stainable commercial success could only be achieved if the
brand was given a significant boost in the market.
#OfficeLove was initiated to build consideration and preference with hard-to-reach IT
decision-makers but also create pull from business end-users who are increasingly
influential in their employers’ mobile choice.
We developed the provocative creative platform that “8 out of 10 relationships start
in the office”, based on research showing that 80% of people who use Lumia at work
subsequently choose to use it for personal use.
We communicated this using a mix of traditional B2B channels and innovative B2C-style
techniques to generate a wider emotional engagement with the brand and achieved:
• 21% increase in consideration (target 14%)
• 12% increase in preference (target 4%)
• 10–15% improvement in perception against key brand attributes
#OfficeLove was the central brand campaign underpinning the increase in Lumia’s business
share to 26%1
from a base level of 12%2
1 Source: http://www.mobilenewscwp.co.uk/2015/03/20/microsoft-ready-for-major-consumer-war/
2 Source: http://wmpoweruser.com/nokia-announces-lumia-business-trial-campaign-for-uk-businesses/

3. 03Entry category 21: Best brand initiative
About the client
Microsoft has a long heritage of transforming the way people live, work, play and connect.
As more business activity moves from the desktop to mobile devices, Microsoft offers
customers a seamless experience across all screens. In support of its “mobile first, cloud
first” strategy, Microsoft acquired Nokia’s mobile device business in early 2014, giving
it ownership of the Lumia smartphone line and the ability to deliver a full Microsoft
ecosystem for mobile environments.

4. Microsoft needed to raise
the profile and reputation
of the Lumia brand among
business users
04Entry category 21: Best brand initiative
Strategy
Since the launch of iPhone, the mobility landscape in business has changed radically. Nokia,
previously the dominant force in mobile, had seen its market share shrink significantly
before its acquisition by Microsoft.
Mobile devices are now heavily commoditised, and the market is intensely competitive. To
create a winning strategy for its devices, Microsoft needed to raise the profile and reputation
of the Lumia brand among business users.
Throughout 2014, Microsoft ran a Lumia Business Transformation Programme to drive
growth of Lumia in Business. The programme included a series of content marketing
initiatives, pipeline generation programmes and sales/channel-enablement projects, and
the programme was starting to show real market share benefits. However, Microsoft’s B2B
brand tracking still showed that Lumia was trailing behind the market leaders in end-user
and IT decision-maker consideration and preference. Addressing this was the challenge for
the #OfficeLove campaign.

5. 05Entry category 21: Best brand initiative
Objectives of the campaign
To significantly boost Lumia’s brand positioning in the business market, with key targets for
the campaign being:
• Increase consideration of Lumia by 14% amongst those exposed to the campaign
• Increase preference of Lumia by 4% amongst those exposed to the campaign
The campaign also needed to generate awareness through brand exposure across
owned, earned and purchased channels and improve perception of Lumia against key
brand attributes.

6. 06Entry category 21: Best brand initiative
The target audience
We targeted IT and business decision-makers across public and private sector organisations
as well as end-user influencers.
From previous programmes we knew that the barrier between business use and personal
use of mobiles is increasingly blurred. iPhone made its way into business when executives
realised that their personal iPhones were better than their corporate devices.
#OfficeLove turned this message around by using insight from existing Lumia users: when
people try Lumia as their business phone, they realise it’s better than their personal phone.

7. 07Entry category 21: Best brand initiative
Media, channels or techniques used
Market research and developing the creative approach
We worked with Kindle Research, who conducted interviews with existing Lumia business
users. Research showed that 8 out of 10 people who were given Lumia for business use
had chosen to use their work Lumia for personal use instead of their personal device.
Using this insight, we built a provocative creative platform around “8 out of 10 relationships
start in the office”. On the back of this deliberately irreverent claim we constructed a
multichannel campaign that transcended B2B and B2C boundaries in terms of channels and
tactics to engage our decision-maker and end-user audience emotionally as well as rationally.
Channel strategy
The channels used are illustrated in the timeline (page 09) but in short we used:
Digital
A campaign microsite to host content and capture interest. Site interactions were tracked
from their source so we could monitor people who interacted with content
A tease video to generate intrigue and buzz and a longer video to explain our insight
Display advertising – a mixture of standard MPU, leaderboard and premium formats such as
interactive filmstrip, and homepage takeover. Ads were delivered across IT and SMB-targeted
publications/communities initially, followed by a second cross-site retargeting campaign

8. 08Entry category 21: Best brand initiative
Media, channels or techniques used
Social
Twitter, LinkedIn and Facebook campaigns to promote a series of customer competitions to
actively engage the audience and amplify the campaign messaging
DM and email
Infographics explaining the campaign research and insight – printed for events and
downloadable from the microsite
High-impact direct mail sent to Microsoft channel partners and Operator teams
eDM campaign sent to prospect database driving them to the microsite and to
the competitions
Content
Paid editorial content across IT and SMB-focused sites, supported with content-relevant
digital advertising
Case studies, brochures, opinion pieces and leave-behinds to engage decision-makers in
more detail
Live events and telemarketing
Roadshow events, competitions, incentives and training sessions at key call centre offices to
expand coverage with our channel partners

9. Awareness Partner & operator engagementBuilding engagement
Mar 2015Oct 2014 Nov 2014 Dec 2014
Best multichannel campaign / #OfficeLove / The Marketing Practice / Microsoft Devices
01
Best multichannel campaign
Read by
Total engagement
21%uplift in
brandconsideration
Impressions
873,750
of target
engagements
Total engagement
174%
2,500
30,000
10,000
Clicks/interactions
1,883
Industry av. 0.06%
0.22%CTR
Views
5,324
Tease video
Reveal
video
Building from
tease video
Promotion
through
social media
Roadshows &
incentives to build
partner engagement
Building engagement
with competitions
High value DM to
partner channels
Display
advertising
Reveal
video
eDM1
Sponsored
content
Sales
enablement
eDM2
eDM 4
eDM3
8/10 relationships start in the office...
Our research told us that...
09Entry category 21: Best brand initiative
Timescales of the campaign
The campaign spanned nine weeks, from October to December 2014

10. Entry category 21: Best brand initiative
Budgets
The budget for the programme
was split as follows:
• Campaign development and execution: 57%
• Media spend: 29%
• Partner incentive programme: 14%

11. Entry category 21: Best brand initiative
Results
Microsoft carries out quarterly B2B brand research using an independent agency. They
survey a cross-section of 500 business decision-makers and influencers and measure
brand awareness, consideration and preference for Lumia and competitive brands as well
as performance against key brand attributes and campaign awareness. This allowed us to
measure Lumia’s brand health before and after the #OfficeLove campaign and identify the
following results:
• 31% campaign recollection among IT decision-makers
• 21% uplift in brand consideration amongst those exposed to the campaign against
a target of 14%. Over the same period the main competitors saw a decline in
consideration of between 5% and 8%
• 12% uplift in brand preference against a target of 4%
• 8% increase in likelihood of organisations to evaluate Lumia in the next 12 months.
Over the same period all other manufacturers decreased
• 10–15% improvement in product perception against 17 attributes including IT and
end-user preference
#OfficeLove also played a major part in the wider Lumia Business Transformation
Programme that helped raise business market share to 26%1
from a base level of 12%2
and
closing the gap to the market leader.
Note 1: Source: http://www.mobilenewscwp.co.uk/2015/03/20/microsoft-ready-for-major-consumer-war/
Note 2: Source: http://wmpoweruser.com/nokia-announces-lumia-business-trial-campaign-for-uk-businesses/
21%uplift in
brandconsideration
(target 14%)
12%increase in
preference
(target 4%)

12. Entry category 21: Best brand initiative
Client testimonial
“Using some innovative techniques, we delivered
something remarkable and strategically significant for
Microsoft. Lumia has seen a dramatic market share
increase in a very short period, and this campaign gave
a significant boost to the consideration of the brand.
#OfficeLove was brilliantly planned and executed, and has
given us a very strong foundation to build on in 2015.”
Angela Munroe, B2B Marketing Lead, UK, Microsoft Devices