First, we looked at the best way to reach digital and other audiences. We decided that most powerful way was to show, not tell. This meant the campaign needed to show and involve people in experiencing how Office 365 could fit into and improve their busy work and home lives.
Then, we developed our creative idea to launch on the move and base our campaign around this. We used one of London’s iconic Routemaster buses to do this. The bus was the focal point for an integrated campaign involving social and media influencers, a consumer competition and creating content.
We planned a day-long launch and named our bus the Route 365, using the name in URLs and hashtags.
A team of social media celebrities was hired to deliver five-minute “Ignite” talks from a moving London Bus, all the time connected through the cloud. All this was live-streamed to show off the capabilities of Office 365 on the move. The “Ignite” talks use 20 slides auto-forwarding every 15 seconds for five minutes. This created high-energy, dramatic performances by social media influencers, which were perfect for streaming.
Rugby legend Will Greenwood spoke about how he used technology to report from the British Lions tour. Sally Whittle, prominent mummy-blogger, told people how she uses social media and technology to balance her career and parenthood. TV celebrity Tess Daly talked about being a busy entrepreneur, TV personality and mum
We designed a responsive microsite that combined a Bing Maps mash-up with the live streams of their talks, so that people could follow the event as it moved. The microsite encouraged conversations about Office 365 helping people keep track of the small things in life, online, on the move and on the bus.
A photo competition was amplified by a paid Twitter promotion. We also had an artist on board to draw scenes from the route of the bus. He uploaded them live, using Office 365 of course. They were then automatically tweeted to followers of the event on social media.