Wunderman’s “Microsoft Primer Font” wins again
22 October, 2015
— Last year, Wunderman International and Microsoft launched India’s first teaching font on World Volunteer Day. Latest in its awards line-up is a Bronze and Order of Excellence at the 2015 PMAA Dragons of Asia, under the category “Best small budget campaign”. Held in Kuala Lumpur this year, the PMAA Dragons of Asia celebrates the very best in promotion marketing.
The Microsoft Primer font instantly turns any keyboard into an interactive teaching tool and is specially designed to help children identify and memorize the English alphabet by making language lessons more engaging and accessible. The font visually adds meaning to each individual letter of the alphabet. Typing “A” or “a” shows up as an apple or airplane on your screen, “B” or “b” becomes a ball or banana, and so on with the rest of the alphabet.
“For a nation that really values children’s education, this font will make teaching and learning English a breeze,” said Bhavna Kapur, AVP - Client Services at Wunderman International India. “A large section of our society, especially youths, understand the value of education in uplifting the underprivileged. They have actively taken up the cause to make a difference, and our Microsoft Primer Font supports their volunteering intent and vision.”
With absolutely no ad spends or promotion, the font has been downloaded and used by thousands of volunteers across the country.
“Introduced on the 25th anniversary of Microsoft Office, the font is also a reminder of the impact Microsoft Office has had on all of our lives,” added Jyotsna Makkar, CMO, Microsoft India. “Our brief to Wunderman was an open one. We asked them to explore Microsoft Office and its features to create something that will be of use and value to everyone, not just professionals. Our target group was anyone who has interacted with Microsoft Office in the past or is likely to use it in the future.”
“What sounds so simple now started out as a complex multiple piece puzzle that needed several levels of discussion. In the end we were delighted with the solution,” commented Alpna Manchanda, Executive Creative Director at Wunderman International India.
“Microsoft Primer is a brilliant idea with simple execution,” said Indrajeet Bose, Executive Creative Director, Wunderman International India, “and it carries the immense potential to significantly impact our community and target audience.”
Learn more at http://www.microsoft.com/india/officefont/
Wunderman is a digital and direct marketing agency that combines creativity and data to drive results for its clients. Wunderman excels in CRM, advertising, loyalty management, content, promotions and social media. Founded by Lester Wunderman in 1958, today we have 7,000 people, comprising 1,300 data scientists, 2,200 creatives and 3,500 business people working in 170 offices in 60 countries. Best Buy, Citibank, Coca-Cola, Ford, Microsoft, Pfizer, Telefónica, Shell and UnitedHealth Group are among our clients. Wunderman is part of WPP (NASDAQ: WPPGY). Find out more at www.wunderman.com
Sarah Chua, +65-6671-3167
Regional Communications Associate