Fostering Brand Passion
Microsoft wanted to explore pathways to fostering brand passion with 18 to 21 year old IT students. These self-titled nerds were a core audience for future business health. They had respect for the brand however they lacked a deeper emotional connection with the brand. We were asked to lead the team in creating fresh ideas to build brand passion.
We held Hang outs - evenings where, over pizza and beers, students explored their passions, dreams and doubts. This helped us to identity key life themes and passion points. This stimulus was further developed as inspiration for the ideation process. An ideation workshop brought the global team together in Paris with Born tribe. The day included immersive experiences to enable the team to journey into the world of the nerd as well as youth activists who joined the team in co-creation.
Over 50 ideas were developed as growth opportunities to foster brand passion.
The top five ideas were briefed into an activation team to internalize and realize.