Vertic Creates Interactive Video Experience to Promote Microsoft Project Online

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Campaign rolled out in 13 markets globally

Driving consideration about a software product requires more than a list of its specifications - Sebastian Jespersen, CEO

To support Microsoft’s overall positioning as a company that empowers individuals to do more, Vertic has created an interactive video experience to showcase the productivity gains made possible from working with Microsoft Project Online.

As Microsoft drives their products to the cloud and demonstrates new advantages to their customers, the company's market-leading project management software - Project – provides flexible online solutions for project portfolio management and everyday work. Cloud-based and delivered through Office 365, Project enables users to manage work and resources effectively and reliably, while delivering business value—from virtually anywhere on nearly any device.

Microsoft's West Europe team tasked Vertic with creating a campaign site in 12 markets to communicate a story that shows the benefits of cloud-based collaborative work-- from anywhere at any time. Specifically targeting PMOs (Project Management Offices within organizations) and BDMs (Business Development Managers), that story would also drive awareness of the product's benefits.

“Driving consideration about a software product requires more than a list of its specifications,” says Sebastian Jespersen, CEO at Vertic. “In order to drive the full understanding of a productivity gain, we have to tell a story that the customer can both relate to and experience for themselves. From the beginning of this engagement with Microsoft, we preached the need to communicate that story in scenarios that make sense to the customer’s everyday life.”

Vertic’s interactive video showcases a typical global project coordinated by multiple stakeholders in an enterprise that spans multiple time zones with colleagues in various work – and play - environments. When users wish to explore a video scenario in more depth, interactive elements enable them to deep-dive into the product’s usage and specific features.

“Starting with a high level story, while also allowing for a deeper-dive focus when appropriate and relevant for a user, encourages the conversion from awareness to consideration and then demand” continues Jespersen. “Different users will be at varying stages of the customer journey in the discovery of project management software, so appealing to their needs and timing makes the offering more customer-centric.”

The Vertic and Microsoft teams worked across continents on the project. Vertic’s New York and Seattle teams were responsible for developing the story, while day-to-day engagement with the West-Europe based client was conducted from Copenhagen. The end goal of the collaborative effort was not only to build an engaging experience that utilized the best resources from across Vertic’s offices, but to also create a larger platform that allowed for future scale beyond the original 12 European markets. That scale has already begun to take shape as local assets are now being used in the US and Canada.

Visit the experience here: http://planmanagedelivermicrosoftproject.com/

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Steven Lamensdorf
Vertic
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