Increase visibility of Microsoft Surface with desktop lending campaign
Event & design
Industry: Tech
Challenge: Lack of buzz around Surface hardware
Microsoft launched its own hardware, Surface, without much fanfare. It was thought that the contact with retail and their salespeople would create buzz in itself, but unfortunately this did not happen. That’s why we at Louder were approached to make the product visible to the potential target audience, even though the initial opportunity to create hype had already passed.
Through careful analysis of the target audience, we realized that these people travel a lot for work and could benefit from the advantages of Surface, such as its light weight, fast start-up time and long-lasting, safe operation.
We created an innovative concept where we lent out Surface devices at the three largest central stations in Sweden: Stockholm, Gothenburg and Malmö central stations. Train passengers were given a fully charged Surface and simple instructions, and it was up to them to test the product during the journey.
The project turned out to be a huge success. Travelers asked to buy the devices they had borrowed. We were also able to offer a favorable partner offer. Industry media and advertising channels took notice, and Microsoft internally named it Best Practice in the World, although they could not officially promote it due to the risk of theft in other countries.
