MICROSOFT SURFACE TEASER CAMPAIGN
Sparking excitement for a game-changing product.
CLIENT
Microsoft Surface / Consumer Electronics and Technology
TEAM
Pastilla
ELEMENTS
Advertising Design and Street Art Installation
RECOGNITION
CHALLENGE
How can we capture the attention of early adopters?
In anticipation of the launch of its first tablet (and first leap into hardware), Microsoft needed to ramp up conversation and excitement. We were commissioned to come up with a teaser campaign that would target early adopters, without revealing too much about the product details.
TARGET AUDIENCE: EARLY TECHNOLOGY ADOPTERS
APPROACH
A layered reveal.
We created a teaser campaign consisting of a stylized, graffiti/chalk art rendition of the Surface tablet. The campaign began with simple geometric shapes painted on the sides of buildings and sidewalks. The street art installations emerged in major cities from New York to Paris, sparking conversation and excitement. Week after week, each added layer revealed another hint about Microsoft Surface. In the final stage, the Microsoft logo finally appeared.
