Microsoft creates powerful technology. But small-to-medium businesses were harnessing just a fraction of it's true potential. Microsoft needed an exciting way to demo their products full capabilities. And that began with a little tough love; enlisting the people actually selling in the technology – Microsoft Partners – into the Demo Army.
Taking inspiration from the classic child's toy – little green army figurines – we created a visual identity, DM pack and community webpage designed to transform Microsoft Partners into elite, 'Demo Army' educators. Recruits were kitted out with branded backpacks, training manuals, ranking (Cadet, Captain, General) and digital assets designed to educate and inspire.
To rise through the ranks, Partners were challenged to complete various Demo Army exercises.