Work: Office 365 for Students

The assignment

Microsoft challenged us to drive 40,000 university students to download free Office 365.

The study session

We fully immerse ourselves in student culture… in the form of Internet memes.
From there, we created our very own series of “That Moment When” memes, but with a twist. Instead of the typical over-exaggerated and stressed looking faces, they’re not over reacting. In fact, because they can access their files from anywhere and on their favourite devices, they’re extremely calm, cool and collected.

To add to the fun even more, we turned each meme into a GIF to help break through the social clutter.

That moment when you realize ... You didn't annotate your paper due in 10 minutes

The final exam

Our memes were posted on Facebook and Twitter to university students across Canada, which drove to a website where students could register for free Office 365.

@microsoftcanada thank you for enabling me to further procrastinate. Greatly appreciated. #studentproblems #StudentLife

That moment when you realize ... You didn't print your presentation

The Results – Talk About a 4.0 GPA

  • 150,000 Facebook & Twitter clicks
  • 200,000 website clicks
  • 1.10% click through rate
  • 62.50% engagement rate on Facebook
  • Surpassed new user goal by 107.5%
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