The campaign, created with Cliff Freeman & Partners, shows people using Office.com and sends the message that the site can help businesspeople realize their goals.
“Showing individuals who are passionate about their work becoming even more successful by using Office.com really resonated in focus groups as a way to communicating the site’s breadth, depth and relevance,” says Arthur Bijur, president of Cliff Freeman & Partners.
The television campaign consists of three 30-second spots that will air in 27 markets with high penetrations of both small and medium-sized businesses and Internet usage. In addition to network airings, the spots will run on targeted cable outlets including CNN, MSNBC and A&E Television.
Radio spots and outdoor advertising are also being placed in key target markets, taking advantage of Office.com’s relationship with CBS, which holds a minority stake in the company.
Online advertising, begun in the fourth quarter of 1999, will continue to run as support for the campaign as a traffic driver.
Spending for the campaign was not disclosed.
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