Microsoft Protégé Competition

Anthea MacAnastasia Charisiou

Benjamin HorewoodHayden Amos

RMIT

All mums have their secrets

Chrissy Swan

Fifi Box Bec Hetwitt

Nicole Kidman

• New Product

• Significant Changes

Windows’ Growth

• Allowed for access to new markets

• Potential growth3 Devices

Landscape

• With children in Primary to Middle School

Young Mothers

917,000

• Very little “me-time”Time Poor

• Chat rooms

• Desire to ShareLarge Online

Presence

• 85% of household spending

• 132 billion annuallyBuying Power

Target Audience

What’s Your Secret?

Share your secret online

Win Rewards

Campaign Implementation –Phase 1

Campaign Implementation –Phase 2

• Reach

• Reach

• LoyaltySCA

Southern Cross Austereo

• Digital Reach

• Rewards

• Rewards

• Sale staff incentive program

Partnerships

T.V

Digital

Radio

Magazines

Outdoor

Phase 1 Phase 2

Feb Mar Apr May Jun Jul Aug Sep

Sunrise Integrated content & Live crosses

x x x x x x x x

Channel 7 Tactical engagement programs10 sec billboards

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x

Yahoo Targeted sites x x X x x x x x

Search x x x x x x x x

Digital Display Network Partners

x x x x x x x x

Fox FM – Morning & Afternoon shows

Station Talent Call to Action

x x x

Station talent brand ads x x x x x x x x

Integrated content & competition

x x x x x x

New Idea Vertical ⅓ stripsFull Page

xx xx xx

x x x x x

Better Homes & Gardens

Vertical ⅓ stripsFull Page

x x x

x x x x x

In Style Vertical ⅓ stripsFull Page

x x x x x x x x

oOh!Media Metrolites/Billboards x x x x x x x x

Activation /Production

x

Partner Sponsorship x x x x x x

Media Plan

Campaign Delivery Summary

Campaign Budget

Total Investment: $4,400,000Partnership Investment Offset: ($2,000,000)Campaign Investment: $2,400,000

Mums Total Population: 917,000Estimated 60% Effective Reach at 3+: 550,200Estimated Sales Conversion at 15%: 82,530Estimated Average Microsoft Product Sale: $300

Target Audience Estimated Sales Uplift

Total Campaign Estimated ROI: $24,759,000

*Media budget cost estimate based upon value analysis of parity of client in market spend. Discounts based on estimated 60-65% rate card volume discount.**All sales and conversion figures to be reviewed with Microsoft upon agency engagement.

Summary

Australian Bureau of Statistics 2012, 3301.0 Births, Australia, 2011, viewed April 27 2013, <http://www.abs.gov.au/ausstats/abs@.nsf/mediareleasesbyCatalogue/8668A9A0D4B0156CCA25792F0016186A?OpenDocument>.

Australian Bureau of Statistics 2013, 4125.0 - Gender Indicators, Australia, Jan 2013, viewed June 10 2013, <http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4125.0~Jan%202013~Media%20Release~Aussie%20mums%20by%20numbers%20(Media%20Release)~6153>.

Kidspot 2012, Aussie Mums and their $132 billion spending power!, viewed April 17 2013, <http://social.kidspot.com.au/index.php/groups/topic/view/group_id/144/topic_id/15185/topic/aussie-mums-132-billion-spendin>.

Appendix

Appendix

McCANN 2012, Truth About Moms, Truth Studies, published Feb 2 2012.2

Ofcom 2012, International Communications Market Report 2012, published 13 December 2012.

Saatchi & Saatchi 2010, How to reach mums through technology, Research from Sept 2010-Oct 2010, published May 2011.

Smart Company 2013, Australian tablet sales up 147% as Android and Windows grab iPad marketshare, viewed June 19 2013, <http://www.smartcompany.com.au/information-technology/056093-australian-tablet-sales-up-147-as-android-and-windows-grab-ipad-marketshare.html>.

Examples of creative