Challenge - Digital by Choice is a program that offers Microsoft Volume Licensing customers the option to access their licensed software digitally via download, instead of receiving physical media on a monthly or quarterly basis. Microsoft looked to GA Creative to drive adoption of Digital by Choice.

Solution - GA created a “to and through” marketing campaign by first elevating awareness of the Digital by Choice program “through” subsidiaries and channel partners in order to help them drive adoption among Microsoft Volume Licensing customers. Materials inserted into customers’ disk kit shipments appealed “to” customers seeking to meet their own company’s operational, budgetary, and environmental objectives.

Outcome - The campaign was translated into 27 languages and exceeded awareness and adoption objectives in its first seven months. We continue to build on the success of this global campaign, highlighting customer testimonials about the program and promoting a white paper about how digital software distribution reduces greenhouse gas emissions.