CLIENT
Microsoft Surface / Consumer Electronics and TechnologyTEAM
PastillaPHOTOGRAPHY
Christopher JonassenELEMENTS
Billboards, Transit Displays, Bus Wraps, Train Wraps, Column Wraps, Magazine SpreadsRECOGNITION
CHALLENGE
How can we build momentum for Microsoft’s first hardware launch?
We were tasked with announcing the launch of the first-generation Surface, Microsoft's first product in the lucrative tablet market and its first leap into hardware. With such a momentous product launch in our hands, we knew we had to make a statement.
INTRODUCING THE FIRST MICROSOFT SURFACE
APPROACH
A bold invitation.
We announced the arrival of Microsoft Surface with bold tenacity. We developed striking minimalist ads that highlighted Surface's vibrant colors and magnetic keyboard. Our campaign carried a strong presence throughout the streets and transit areas of major cities around the world, inviting consumers to "Click in" and connect with Microsoft's new tablet.
RESULT
Microsoft’s first batch of Surface tablets sold out in the U.S., positioning the tech-giant as a leader in the new hardware-based market.
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