Exposure was briefed to drive consideration and sales for the Microsoft Surface 2 on a modest budget. To do this successfully, we needed to get consumers excited about the prospect of owning one.
We found an aspirational audience for whom the Surface was the perfect tool – people who were turning their passions into professions. People who don’t want to make compromises when choosing a mobile device for work and play. We named them Renegade Professionals, and the campaign #uncompromise.
The Renegade Professionals became the inspiring subject of engaging films, live talks and a live Twitter workshop. They used the Surface to help with the day-to-day of their businesses and created their own endorsements and stories detailing how the Surface made tasks easier. We partnered with The Guardian to host the content; consumers could visit the site and find out more about being a Renegade Professional and about the benefits of Surface. From this platform, we linked to our retail partner, PC World.
The campaign increased product consideration by 20% and consequently sales at our retail partner increased by 32%. The #uncompromise campaign led the way for a new type of marketing for Microsoft products globally.