The challenge that the Microsoft Oﬃce 365 faced was that consumers/users were not aware of all the programmes that come with Oﬃce 365 (Powerpoint, Word, Excel etc.), and the valuable features that each of these programmes oﬀer.
We focused on showcasing Oﬃce 365 as an enabler of productivity, highlighting the functional and emotional beneﬁt of Oﬃce 365 giving consumers more time (relatable to customers) to do the things they love, and that really matter to them.
We focused on the things that matter most: family time, binge-watching a series, and enjoying a holiday. However, for this to be relatable to all target markets, we decided to use humour to portray the beneﬁts oﬀered by the Oﬃce 365 Suite, and to create a relatable character . Our character was based on on the oﬃce “chop” who always has time to mess around – chats too much, watches sport at the oﬃce, and has water cooler boat races. Kamo was born.