Microsoft - Three strikes and you're done

(Click to view image full)

Awards:
Dubai Lynx 2008 - Silver & Bronze
Communicate Magazine - Featured

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter : Richa Khan

Agency:
Wunderman, Dubai
----------------------------------------------------------------------------------------------------

The Pledge
Most small-medium companies think they can get away with using
unlicensed software. We had to educate business-heads and urge them
to get licensed. We had a modest budget.

The Turn
We used ‘mail’ - the most obvious flat medium very effectively - 3 letters
from a licensingadvisor using different delivery modes, building urgency
with every step.
• The first friendly letter went by ‘Regular Post’.
• The second less courteous one went by ‘Registered Post’,
to be personally collected from the post-office ín the Middle East.
• And the third curt one by ‘Urgent Courier’, gave an ultimatum
to license before a deadline.

The Prestige
1000 mailers delivered. The first letter didn't get much response.
We drew attention with the second and reached a crescendo with
the third – over 140 businesses responded. The idea is now up
for a re-run.