How to reach 32 million people with a limited budget

The campaign reached over 32 million consumers, via our roadshow, campaign microsite, Facebook, Twitter and radio and online syndication.
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With 45% of us starting to type before 9am every day but 57% rating our typing skills as average or poor, Microsoft wanted to demonstrate how the right keyboard could make a difference to our typing experience, enhancing our ability to type as well as providing improved levels of comfort and usability.

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That’s why they asked DirectionGroup to create a campaign demonstrating the benefits of using the right keyboard.

Our team devised a fully integrated campaign based on the concept of the Great British Type-Off. We then headed out in a specially designed VW Camper Van to meet consumers face-to-face. Shoppers in 20 retail park locations around the country were asked to try out five of Microsoft’s best keyboards and complete a fun online quiz to find out what kind of typer they were. The results led to an instant keyboard recommendation and a click-to-buy option, creating immediate sales opportunities for Currys/PC World.

Backed by the results of our initial consumer research covering 2,000 participants, our typing campaign didn’t stop there either. We used these results and insights from industry experts to create ready-made stories and video for radio syndication and social media channels. The campaign reached over 32 million consumers, via our roadshow, campaign microsite, Facebook, Twitter and radio and online syndication. Plus more importantly Microsoft saw a significant uplift in keyboard sales as a consequence of this campaign.

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