Background

To introduce the Surface Pro 3 tablet in The Netherlands in the best way possible, Microsoft chose to use storytelling to realize their sales goals through a new website. The main goal of this campaign was to create awareness around the unique features of the Surface Pro 3 tablet, mainly amongst students and young professionals. To realize this, stories and experiences of influencers already using the Surface Pro 3 in their daily life are essential. After all, what better story is there to tell than one being told and experienced by your consumers?

Why it makes our heart tick

We always try to do new and extraordinary things and this campaign was a perfect fit. We used the opportunity to look further, to go right up to the edge. Instead of just following the guidelines we were challenged and we always love a good challenge. The results are far more visually attractive and innovative compared to your usual campaign.

The idea

Follow the Surface Stories and be part of them. Connect with one of the four influencers. People who know the Surface Pro 3, use the device in their daily life and offer us a glimpse into their professional world. Just connect with the person you recognize most. Afterwards, you are offered a special package to be part of the Surface Story yourself.

Surface Stories joins forces with retail partners to offer an additional Surface Pro 3 promotion, which link directly to the content of the brand ambassadors. The story, video, and pictures are prominently displayed and every component is separately shareable through social media.