The Microsoft Surface 3: the size of a tablet with all the performance of a laptop. For mobile professionals, who are time poor and value devices that help them to be more productive, it’s ideal. Microsoft’s task to us was: credibly demonstrate the performance and indispensability of the Surface 3 to this target audience. We were to drive awareness, maximise reach and increase sales of the device within one week of the launch.
We uncovered an interest in art amongst mobile professionals and a thirst for new mobile technology in the art community. So we put the new Surface 3 in the hands of a collective of contemporary visual artists and commissioned them to show us how the Surface 3 could help productivity. This was a campaign in the shape of an art project; one we called The Art of Doing More.
The artists created 101 pieces of art which we displayed in a vibrant, pop-up art gallery space. The only way to become the owner of an original artwork was to buy a Surface 3. We hosted evenings for media and friends at which the artists held masterclasses and gave demonstrations.
Sky ran a seven-minute news feature on the Surface and symbiotic relationship between art and technology. Liberated to take their art to new areas, the artists themselves praised the Surface and talked about it on their own channels. Through them, our message found a credible voice.
Before long the gallery was full of people browsing art and discovering how Microsoft could help them become more productive. We had begun to change Microsoft’s image perception towards an inspiring contemporary brand making contributions to creative culture.