Description

Microsoft had some great advice for graduates wanting to join them: be yourself. They were looking for individuals, not clones of the “perfect” grad. They wanted high-caliber graduates to join their MACH (Microsoft Academy of College Hires) program. Sounds great, right? But Microsoft had a challenge: they weren’t getting the number – or quality – of applicants they were looking for. We were asked to rebrand the program to help attract quality candidates.

Innovation is at the heart of everything Microsoft does. And every great idea starts out with a simple question: what if? Ironically, that’s the very same question many college graduates find themselves asking when figuring out next steps in their career. This became the hook of our campaign.

We played off this idea of “what if” by creating an immersive in-person and virtual experience: an Innovation Festival (IF), styled as a music festival. This surround-sound event showcased innovation at Microsoft and what part graduates can play in it.

We brought the spirit of a festival to life in a big way across campuses everywhere…in the form of a ginormous, attention-getting white “bubble” cube. On display inside: the latest Microsoft technology. In the weeks prior, teaser posters and social media feeds hinted that the Innovation Festival was coming to campus. On entry, festival goers were given a lanyard-style brochure. The fun continued online – grads could tour the different event tents to learn more about Microsoft and get a glimpse of what life would be like working there.

The campaign resulted in 230+% increase in MACH applications and a pool of highly talented, highly coveted applicants.

Winner of Gold Target Job Award for Best Use of Social Media and Best Student Marketing Campaign, RAD Awards Finalist, Best Integrated Campaign nomination for Rose Creative Awards (the only non-consumer campaign nominated).