Microsoft Office & Times Spelling Bee
Office 2007 had a business heritage, but in 2009 Microsoft wanted to expand the relevance of the upcoming Office 2010 into the home.
They decided to target parents. Because parents’ lives generally revolve around their children, Microsoft wanted to tap into this strong bond and illustrate the power of Office to help children be the best they can be.
The Times Spelling Bee is a national spelling competition aimed at 11-12-year-olds. Launched the previous year, it provided the perfect platform to achieve Microsoft’s aim.
It was important to make the partnership more than just a branding exercise. This was achieved by:
Spelling Bee online:
Anoushka Healy, Managing Editor, The Times:
“The Times Spelling Bee and Microsoft partnership has been a true team effort, with each department coming together to ensure we create a great product for our readers and a great platform for our commercial partner.”
Geraldine Leech, Planning Manager, Universal McCann:
“We are really proud of this truly integrated campaign that offers our client, Microsoft, a unique opportunity to engage parents and facilitate in their children’s learning.”
Celine Naude, Integrated Communications Manager, Microsoft UK:
“By the end of year one we had full confidence in the NI team, we really felt part of The Times Spelling Bee. Their excellent delivery and management of the deal made it very easy for us to decide to book again.”