Bill wants to open it right away

McCann-Erickson, Geneva, introduces Microsoft's latest edition of OfficeThe starting position is obvious, but the goal is challenging: Microsoft wants to further expand its supremacy with the new Office XP software package. But how? With a monopolistic market share of 90 percent and more or less satisfied users of previous versions, a new edition will not lead to a purchase decision any time soon. On the one hand, home or office users feel well served by the '95, '97 or 2000 releases, but on the other hand, they are already so familiar with the programs that a new version will only cause upheaval. Moreover, hardly anyone allows their own workflow to be paralyzed by more sophisticated tools and features, so it was the task of the Geneva-based McCann-Erickson strategists to convince PC users of the opposite. Their solution does not rely on the well-worn mannerisms of IT advertising, but plays with the brand of the new software generation in a way that is unusual in the industry: it launches XP - new German for experience - with witty emotional solutions to emotional everyday problems. page 10