microsoft
International Integrated
Retail Effort
Microsoft requested a massive retail push across all products and across all international markets. The messaging needed to be feature-focused, while demonstrating the ‘evangelical love’ people have for what their Microsoft products ultimately do for them.
Our team put the selling in the hands of Microsoft’s biggest fans — the real owners who effusively give their own ‘sales pitches’ for their product.
One production note: Bill not only was co-creative director on this campaign, but acted as the video director.
agency: Deutsch, Inc./NY
microsoft
Positioning, POS, Social, Mobile App
Microsoft was making real strides in creating products with simplicity, utility and affordability to try and compete with Apple. However, they found themselves with a growing competitive set starting to sell on price, which had always been Microsoft's advantage.
They needed a cohesive platform to address how they could compete and win the value end of the marketplace without reducing its momentum in the mid to higher end.
We changed the conversation to help people use technology to conquer everyday challenges that confront them. It’s using Microsoft to 'win the day'. Winning is getting things done. But it’s also spending less doing it.
agency: McCann/NY
