Winner: Microsoft and Waggener Edstrom Worldwide
Campaign: Raise the Speed Limit: Microsoft Launches 64-bit Windows
When Microsoft was preparing to launch its 64-bit Windows desktop and server, it wanted the technology and business media to stand up and applaud, despite a perception that 64-
bit computing wasn't in great demand and that Microsoft had lagged in getting the product to market.
The team employed deep engagement with bloggers (from Mary Jo Foley of http://www.microsoft-watch.com to Paul Mooney of
dotnetjunkies.com) before and during the product launch, generating considerable buzz. Top-tier business and technology trade press were given access to a senior Microsoft
executive in person. Bill Gates and other top personnel gave interviews with key publications, and analysts' feedback was sought and disseminated. Pre-briefs gave press the
details on the x64 launch.
Three standalone 64-bit signature stories appeared in CNET, Bloomberg and Information Week. Fourteen stores with in-depth mentions of the x64 offerings ran in Bloomberg, USA
Today, the Financial Times and Seattle Times. Unique articles in trade publications and local and international press numbered 90, and 96 percent of all coverage was favorable.
One hundred percent of the coverage carried the key messages.
On the server infrastructure side, the shift from 32-bit to 64-bit processing has made a sweep, with all supplier companies making the jump to the faster capabilities. In
addition, adoption rates among software suppliers are picking up speed.
Honorable Mentions
Launch of Siempre Mujer magazine: Meredith Corp.: Last year Meredith dove headfirst into the Hispanic media market when it launched Siempre Mujer. The magazine, a Spanish
publication that addresses "every key stage in a woman's life," ranked third in awareness among ad agencies and media buyers even before the first issue hit the stands.
The Elton John Signature Red Piano: Giles Communications LLC; Yamaha Corporation of America Last fall, Yamaha Corporation of America teamed up with Giles Communications to
promote a new piano that would have players seeing red. "The Elton John Signature Series Red Piano" is the same instrument the performer played in his Las Vegas Show. Aside from
reaching a potential audience of 9 million, the company has also sold almost half of the scarlet instruments.
Lady Speed Stick "24/7 Lifestyle": Cohn & Wolfe, Lady Speed Stick Cutting through the clutter to reach today's "non-stop" women is no easy feat, but it's a challenge Cohn
& Wolfe was ready to take on. The program, "24/7 Lifestyle," included an editor event as well as print and broadcast outreach campaigns. Lady Speed Stick received the Redbook
MVP Beauty Award and saw an increase in sales by18 percent over last year..