MICROSOFT

THE GREAT BRITISH TYPE OFF

MY ROLE

Senior Art Director 

 

THE AGENCY

Direction Group

 

THE CHALLENGE

Around 45% of us start to type before 9am every day. But loads of those early birds reckon their typing skills are average at best. Microsoft wanted to show a different kind of working life. One where the right keyboard made typing a whole lot more effective and comfortable.

 

MY APPROACH

Teamed with a copywriter we created a fun way to approach everyday people basing this experience on TTGBO tv series... A specially designed VW Camper Van travelled to 20 retail parks (close to Curry’s/PC World fro easy ). There, shoppers tested out five Microsoft keyboards in the Great British Type Off. An app told them what Type they were, then offered a keyboard suggestion and a click-to-buy option. We’d chosen locations close to Curry’s/PC World, so the result was instant sales opportunities.

 

THE EFFECTS

Provided ready-made stories for radio and social media

Reached over 32 million consumers

Sold lots of extra keyboards

© 2015 by Sarah Doyle