MICROSOFT SURFACE TEASER CAMPAIGN
Sparking excitement for a game-changing product.
Advertising, Street Installations
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.
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.
As a brand we are constantly looking for new ways to cut through. We’ve never done anything like this before.
–Paul Davies, Director of Marketing Communications at Microsoft UK