MICROSOFT / HEY GENIUS INTERACTIVE CAMPAIGN

Microsoft was struggling recruiting the top 2% of students, losing them to startups, Google and Apple. So we came up with a simple, humanizing line, “Hey, Genius. We want you.” We created a genius website, made over 70 personalized websites, over 30 viral videos, Facebook apps, custom print ads, even sandwich boards and songs to get their attention. Then we created a traveling jobcuzzi offering the "world's most relaxing job interview," rickshaw rides, mind massages, and more. RESULTS: The disruptive, engaging campaign changed their minds, recruitment shot up over 25%, and it continued to run for three years on over 45 campuses,