Earlier this year, Microsoft introduced Windows Server 2008, Microsoft Visual Studio 2008 and Microsoft SQL Server 2008 – the largest enterprise launch in the company’s history. In Malaysia, Microsoft enlisted public relations firm Weber Shandwick to help showcase not only the company’s cutting edge technology but also 4,000 IT professionals that develop such technology.

The theme of the event, Heroes Happen Here, was geared to highlight the outstanding work that IT professionals, developers and partners do every day to create solutions and cutting-edge applications that keep global commerce and industries running – and the work that drove the creation of the three new enterprise products.

For this widely anticipated launch, Microsoft intended to create awareness amongst IT professionals and developers, the individuals destined to become advocates for the products in the field, to generate excitement for its pre- and in-event launch activities. A ‘First Clinics’ lab gave developers a first glimpse of these powerful tools and a Malaysian IT Heroes search contest was planned to culminate on the day of the launch.

Media engagement

To achieve the desired outcomes, Weber Shandwick partnered with Microsoft to conceptualise a range of activities to engage media leading up to the launch event. By profiling Microsoft’s next-generation enterprise products, Weber Shandwick successfully created media opportunities with print media and pitched broadcast interviews for stand-alone pre-event press conferences.

Press releases were written to highlight updates and new versions of each product. A Heroes Happen Here offsite event was coordinated specifically for key media titles including Malaysia’s wire and broadcast service, Bernama.

For the launch, Weber Shandwick successfully organised the official press conference and media engagements, all highlighting the Heroes Happen Here theme and emphasising Microsoft Malaysia’s commitment to its key audiences, supplemented with strong and positive endorsements from customers and partners.

Microsoft Malaysia was able to celebrate the innovative spirit of more than 4,000 IT professionals and developers attending the launch in the presence of 40 media representatives from 33 publications, television and radio stations. The planning effort resulted in favorable coverage from the media with over 70 stories featured in major dailies, magazines and broadcast media titles.