Microsoft Clippy

Resurrecting Clippy

When you’re launching the latest version of the world’s leading suite of productivity software you’ve got big shoes to fill. So when it came to introducing Microsoft Office 2010 we chose to focus on two larger-than-life characters; Clippy the help maestro and our very own Kiwi icon, t-shirt designer Mr Vintage.

We needed something that would grab public attention. So on April Fool’s Day 2010 we let the nation know that Microsoft was considering reintroducing Clippy, that ‘love him or loathe him’ little know-it-all, to its new Office suite.

The campaign involved news releases, themed t-shirt give-aways and a TradeMe auction with profits going to CureKids, all driving Kiwis to an online poll where they could have their say: resurrect Clippy or feed him into the shredder.

Technology, business, consumer and social media were all targeted and the campaign was highly successful, sparking significant interest. More than 700 people voted in just 24 hours.

Media caught on to the April Fool’s joke and gave little Clippy a lot of air and ink. Influential tech sites such as Info News, PC World and NetGuide online ran with ‘the debate’ and, out in the airwaves, the morning presenters on More FM mentioned it two days running. Local tech gurus entered into the spirit and were highly vocal, and even overseas commentators joined the discussion.

Oh, and just for the record, what do Kiwis think of Clippy? Turns out half of us love him, half of us loathe him.

Porter Novelli team: Sarah Rutherford, Natalie Benning