Microsoft Canada is going after its target in their natural habitat – office workers in office buildings. The tech giant’s latest campaign, ‘New Era,’ is leveraging innovative ad space, including elevator doors as ad vehicles for the first time in Canada. MacLaren McCann’s Toronto office secured space on over 50 elevator doors in over 20 buildings across downtown Toronto and Vancouver.
The campaign broke in Canada last week and includes subway domination, transit shelters, parking lots, Elevator News Network (ENN) and washroom ad space in addition to traditional media. There are two versions of the elevator door wraps, which will be up for four weeks. ‘We want to make sure we reach people throughout their day,’ explains Mike Bulmer, Microsoft Office product manager at Microsoft Canada.
The creative for the campaign was done in MacLaren’s New York office. The creative team helped the Toronto office customize ads for elevator doors. Jack Wu, MacLaren McCann’s media planning manager, oversaw the campaign’s media buys.
