Microsoft - "Realizing Potential -- Fiona"

McCann Erickson

McCann Erickson San Francisco, United States

7898

Brand: Microsoft
Country: United States

Advertiser: Microsoft

Title	Realizing Potential -- Fiona
Agency	McCann Erickson
Campaign	Realizing Potential - Microsoft
Advertiser	Microsoft
Brand	Microsoft
Date of First Broadcast/Publication	2004 / 1
Business Sector	Computer Software & Multimedia Productions
Tagline	Your Potential. Our Passion.
Story	You can be anything you want to be an insight that is true around the world, especially when it comes to children. Its with that inspiration that Microsofts heartwarming Fiona spot was conceived. Microsofts passion for technology helps children grow to achieve their desires, their dreams and ultimately realize their potential.
Philosophy	We needed to move people from brand skeptics to brand advocates by driving positive shifts in Microsoft brand perceptions and overall favorability. We accomplished this by realizing that motives matter. All of our targets shared some level of skepticism about Microsoft. What they needed to believe was that Microsoft is motivated by and passionate about human potential and that Microsoft sees software as a powerful tool to help people realize their potential.
Problem	While Microsoft is held in high esteen around product innovation, people do not have an emotional bond with the brand. With an evolving marketplace towards services and not just product, brand values became more of an important driver in favorability and purchase intent.
Media Type	Television
Length	60 seconds
Market	United States
Creative Director	Walt Connelly
Creative Director	Dante Lombardi
Copywriter	Dante Lombardi
Art Director	Walt Connelly
Executive Creative Director	Kevin Moehlenkamp
Account Director	Michael McLaren