COLLECTIVE PROJECT | More Than A Campaign
Microsoft asked us to help get college kids excited about OneNote. This was no easy task, as this group is particularly suspicious of advertising. But if you make your marketing about positive, world changing ideas, turns out they'll not only listen--they'll get involved.
Not storytelling...story-doing. We found the best way to help an idea an idea about collaboration succeed was to not throw money at it. The best way to spread an idea today is to make it famous.
FEATURED INNOVATORS |
We found some brilliant and passionate young people, with some world-changing ideas...and we shined a light on both.
ALBERT MANERO, a University of Central Florida student who is transforming lives with #Limbitless, a technology that uses 3D printing to create affordable bionic limbs for Bionic Kids.
NEHA GUPTA, a Penn State student and children's rights activist who started Ripple Effect, selling toys to raise money for orphans in India. In 2014, Neha became the first American to be awarded the Children's International Peace Prize.
JEFFREY COPRICH, a UC Berkeley student giving children in Watts a chance to read and dream. Jeffrey founded The Essence K. Coprich Library at the 116th Street School, with the goal of helping children build self-confidence through literacy. To support his cause, every time students posted #IGiveABook, Microsoft donated to the library on their behalf.
THE BIG MOMENT |
And when the biggest superhero on the planet wants to join your cause, people notice. Robert Downey Jr. and Albert Manero of Limbitless surprised a very special child with a new bionic 3D printed arm at no cost to the family.
IMPACT |
Through videos, events, banners, social, Tumblr and influencer outreach, #CollectiveProject led to some of the largest engagement Microsoft has ever seen.
RECOGNITION |
Microsoft's Collective Project certainly made waves, and we were thrilled to be awarded with these honors: Cannes Lions in Gold, Bronze and Shortlist, 2 bronze One Show pencils and 1 merit, 2 gold National Addys, 3 gold Los Angeles Addys, an AdWeek Watch Award, and 1 gold A-List Awards.
2 billion+ worldwide impressions.
46 million video views through owned channels.
136 million people reached through owned channels.
Featured on 7+ national TV broadcast channels.
Coverage from 400+ press outlets worldwide.
300,000+ downloads of Microsoft OneNote.
A bundle of industry award hardware.
And more than a few lives touched in the process.