Microsoft : Hey Genius
Integrated recruiting campaign
Brief
Microsoft was having a hard time recruiting the top 2% of genius students, who were turning Microsoft down for new startups or other tech companies like Google. Our job was to help position Microsoft as a relevant and exciting career choice that students should think twice about.
Execution
Our campaign, "Hey, Genius" brought Microsoft to life in a way that students had rarely seen before. We started with over 70 personalized websites, personalized print ads, personalized sandwich boards, sporks, badges, a genius website, a jobcuzzi that traveled campus to campus offering the "world's most relaxing job interview," sticker sheets, Facebook apps, over 30 viral videos, t-shirts and even laundry detergent.
Result
The Hey Genius campaign was so successful it ran for three years on over 45 campuses, and recruitment shot up over 25%.
As a separate part of the recruiting campaign we were asked to tell the story of Microsoft's four pillars in an unexpected way. We partnered with Feel Good Anyway to create a series of animated shorts featuring Ted, a quirky, inquisitive and smart programmers every man. Ted demonstrates the four pillars (job options, growth, defining the future and impact) through many magical and innovative methods, driving home the idea that at Microsoft, employees have the tools and opportunities to change the world.
