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MICROSOFT SURFACE TEASER CAMPAIGN

Sparking excitement for a game-changing product.


CLIENT
Microsoft

TEAM
Pastilla Studio

ELEMENTS
Advertising, Street Installations

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CHALLENGE

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.

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APPROACH

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

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RESULT

The teaser campaign captured the attention of trendsetters and tech enthusiasts. It was featured on The Verge and even resulted in a new Facebook group called Surface Evangelist, where people shared buzz and speculation about the upcoming Surface product.


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