The campaign, called "New Era", aims to influence IT experts and features actors in an office environment wearing dinosaur masks -- made by the creators of the beasts in 'Jurassic Park' -- to suggest it is time to "evolve" with the latest version of Microsoft Office.
Nicola Casey, information worker lead at Microsoft UK, said: "This integrated marcoms campaign closely ties our above- and below-the-line messages together for the first time.
"Coupled with the injection of humour, the 'New Era' campaign adds up to a radically different advertising approach for Microsoft."
Online streaming video clips and online banners will direct audiences to the New Era where they can trial products and find more information.
The campaign includes print and outdoor advertising. London railway stations, including Victoria and Paddington, will be branded with campaign materials, and "dinosaur squads" will hand out copies of Microsoft's Smarter Working Guide.
McCann Worldgroup developed the campaign: with McCann Erickson developing the ads and MRM Partners creating the direct marketing.
Separately, MSN UK said it plans to double its sales force and create 30 new jobs. New positions are being created in all areas of the sales team, including agency sales, client sales, pre-sales and field operations.
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