How do you get Microsoft employees across 20 countries excited about the launch of one of their own products (Office 2010)? The task was not only to get them excited but also to push them to get trained on the new software.

Get a few employees to 'try' the software and once they're 'addicted', set them loose on the office. This was a strange and mysterious campaign that featured Microsoft's own employees as 'Office addicts'. We created a campaign that made it look like someone around the office was planting strange messages, mysterious printouts and desk drops all over. And finally we revealed what was really going on with a rather interesting video that was customized to feature the GM of every office it was sent to.

84% employees responded to the training request, compared to just 2% before., making this one of Microsoft's most successful internal launches.