_BY TARGETING A WIDER AUDIENCE BY LEADING THEM ACROSS A FORMULA 1 RACE AROUND THE LICENSING CIRCUIT,
EVERYBODY GETS ON THE winnerS' PODIUM.
A concept was developed to bring to life the business benefit of Software Assurance – achieving “Optimum Performance”. This led to a wide range of executions leveraging the SA cycle brand equity to create a SA lifecycle racing track, navigating the individual stages and benefits of SA.
This was achieved in a two phase integrated campaign which included an interactive DM box, roadshow events around Microsoft's European offices and a microsite followed by, sales support tools, incentive campaign and a manual.