"Center of Attention" was a two-phase launch campaign to promote Microsoft Advertising.
Phase one delivered an unsettling message to advertisers. Consumers are no longer paying attention to you. They don't watch your TV ads. They don't listen to your radio. They don't read your print ads.
Phase two revealed the solution. Microsoft Advertising finds consumers on the media they're actually using, and helps deliver the right message to get them to engage.
TL;DR: Dramatizing the before and after of your client's product offering is an emotionally powerful way to gain attention.
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