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Microsoft
VMlimited

RAN IN: United States

CLIENT
Microsoft

Brian Hillger - Director, Marcom, STB Mktg.
Deana Singleton - Sr. Director, Integrated Marcom
Fabio Soleibe - Sr. Manager, STB ktg.
Turi Widsteen - General Manager, STB Mktg.

AGENCY
Deutsch Inc. *Lead Agency

Greg DiNoto - Partner, CCO
Brent Vartan - Partner, Chief Strategy Officer
Paul Kekalos - EVP, Group Creative Director
Adam Levine - EVP, Global Brand Mktg. Director
Jayme Maultasch - SVP, Group Acct. Director
Robert Swartz - SVP, Group Planning Director


Starcom MediaVest Group


Waggener Edstrom


SUMMARY

With IT departments shifting from virtualizing servers to building internal private clouds, Microsoft was dangerously out of position, lagging upstart VMware in perceptual leadership and share. The company needed to quickly to reframe the argument in its favor, before VMwares roots in the datacenter sunk deeper. Punitive licensing and a limited approach gave us the opportunity to re-cast VMware as the private cloud imposter, personalized by Tad, a stuck-in-the-70s "VMlimited" salesman. Tad became a viral hit that sparked a conversation, flipped perceptual leadership in Microsoft's favor, and catalyzed share growth.

CASE VIDEO


Hero Medium: Other

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Print, PR,Long-form You Tube-hosted viceo

Objectives: Brand relaunch, reposition

Type: Business-to-Business

Classification: National

Language: English