Case study · Corporate & B2B
Keep to the Fairway
eBook campaign that turns a Windows Server and SQL Server migration into a round of golf.
The problem
Move Windows Server and SQL Server customers to Azure, for business readers instead of engineers.
The insight
A story people already know beats a feature list.
Design intent
Two friends play a round of golf. Every spread is a hole and the stats land as the score.
The outcome
One metaphor from cover to call to action, extended into social and direct.
The brief
Make a migration story human.
Microsoft needed to move Windows Server and SQL Server customers to Azure. The audience was business leaders, not engineers, and the message had to get past the technical detail.
Two old friends, one round of golf.
The approach
One metaphor, held all the way.
Two IT directors play a round while one talks the other through his migration. Every spread is a hole. The stats land as the score, and the call to action is a warning about the rough.
- A single sustained metaphor across the eBook
- Technical story made readable for business readers
- Built inside Microsoft's brand framework
Over Par, Under Par and Time Is Money.
Break It Down and Experts in Your Corner.
Mitigating Risk and Room for Innovation.
Migrate Confidently. The close.
The outcome
A technical story people finish
One metaphor, carried from cover to call to action, and extended into social and direct assets.
Send me the brief and the due date.
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