Laptop sales spike when people finish their A Levels and are planning what to do next. The Microsoft Surface has the power of a laptop with the versatility of a tablet, making it an ideal product for young people who are constantly exploring their next moves on the go.
For young people starting out, it’s becoming harder to forge a great career. Expectation, a lack of knowledge and slashed career budgets mean there’s less information available. It’s predicted that 65% of the target audience will work in careers that don’t even exist yet.
To show young people how the Surface could help them discover what’s out there and to inspire them to explore for themselves, we collaborated with 25 top influencers who helped inform and create the campaign, rather the purely star in it. The content we produced encouraged people to go and explore options that they normally wouldn’t have looked at. Each influencer then created their own content explaining why they got involved in the campaign and how important the message was.
Microsoft suddenly had an important role to play in the lives of young people; one genuinely championed by the people they look up to. The videos have been viewed more times that any other piece on content that Microsoft has produced.