RIVET :: Work

Microsoft "Hire Mike Roesauff"

the rivet

When Microsoft wanted IT gurus to adopt its new free e-mail client, RIVET gave them what they really wanted: more help. By creating the fictional Mike Roesauff (note the pronunciation), we humanized the product and positioned him as a potential part of the IT department, exceeding six-month goals in less than three.

branded action

Web site featuring Mike's credentials and viral content drove department heads to sign up for the software and share the site with colleagues.

Direct mail sold Mike's skill set through a mock resume and drove consumers online for more.

Banner campaign featured the benefits of "hiring" Mike, with an incentive for signing up online.