February 16, 2010
MICROSOFT HOME MAGAZINE
THE CHALLENGE: To establish a relationship of trust with mom/mum/mother (the primary decision-maker in the family), thereby building equity and enthusiasm for the Microsoft brand in the home, and driving demand of PC products throughout the year (vs. only during key promotional periods).
THE SITUATION: Traditionally, there has been a predominance of male targeted, feature-oriented communication about Microsoft. However, the most impressive growth of home PC and Internet usage is among women - to whom speeds and feeds have no value whatsoever. There is no clear ‘owner’ in the family computing marketplace, yet.THE ESSENTIAL TRUTH:
The truth is... that iPrimate developed a friendly, accessible and relevant destination on the Web called Microsoft Home Magazine. It is targeted at Canadian families that aspire to enjoying the benefits of technology, and finding a balanced place for it in their lives. It's quite unlike other, more tech-focused Microsoft sites - presenting a ‘kinder, gentler’ image of a company that wants to reach out and help you realize your potential.