4. the team
ERIC NICOLE STEVEN JOSE
JILLIAN LAUREN
JESSE
BEN
MIKE
MATT
ACCOUNT ACCOUNT STRATEGY CREATIVE
CREATIVE CREATIVE
CREATIVE
CREATIVE
CREATIVE
CREATIVE
5. The Surface had an identity crisis.
What selling points were important to customers?
Who was buying the Surface and why?
the dilemma
6. We searched high and low for
information about the
Microsoft Surface.
7. We visited Best Buy, Staples, and
the Microsoft Store in Boston.
the search
8. We found the Microsoft Surface’s presence online.
the search
9. We found what people were saying about
the Surface online.
the search
10. We asked people on Reddit to tell us their favorite
thing about the Surface.
the search
11. “It’s the device that defines and paves the path that
computer devices of the future should follow, for me.”
the search
Reddit user “Swineherd”
“Productivity and portability.
The Surface Pro along side Office 365 is incredible.
I actually enjoy working now.”
Reddit user “FrankReynolds”
13. We created a survey and posted it all over the Internet.
We got awesome results.
the search
14. 70% of people said they would consider
buying a device that combines the functions
of a laptop and a tablet
73% of people said they would
consider buying a tablet that can run full
Windows applications
the search
15. 74% of people said they would consider buying a
computer where the screen could be detached and
used separately as a tablet
76% of people said they would consider buying a
tablet that’s as powerful as a laptop
75% of people said they liked Microsoft
the search
16. Why did you purchase the Surface?
“Daily usage, carrying in/out of places. I
have an IBM laptop at work that I can take
with me, but the Surface weight,
Office applications and mouse swayed me.”
the search
17. “Full Windows capability so the tablet,
i.e. the Microsoft Surface Pro can be
used as my home computer and as a
fully functioning computer tablet away
from home.”
the search
Why did you purchase the Surface?
18. “I was looking for a new computer to replace my gargantuan
and heavy 15 inch laptop. I knew I wanted a light smaller
computer that had as much or more power, i could get work
done on, and had a keyboard for actually doing the work. I also
really wanted a stylus to take notes for my engineering
classes which often have diagrams and so I couldn’t just type
up the notes.”
the search
Why did you purchase the Surface?
19. Push the Surface Pro as a trailblazer product.
Focus on the key features that are important to
consumers.
Show the features, instead of just creating
a spectical.
Promote a bundle deal in purchasing the Surface.
the recommendations
20. The Surface should be sold to individuals who are
looking for an edge in their daily routine which they
will find through the Surface.
the insights
21. Don’t force the sense of community through the
“Click In” campaign and let it happen on its own.
the insights
22. Expose how the Surface can make
your life complete.
the insights
24. the target
Mundane Mitch
late 20s/early 30s
college educated
mid-level employee
technologically
overwhelmed
has a tablet & a laptop,
but hates going between
the two
aspires to be
more organized
and efficient
25. Do-It-Yourself voice that expresses the need to be
an individual.
Wants to be a part of “the individual’s community.”
the voice
27. Research to find out who our consumers are.
Find out which mediums our consumers are most
likely to be reached on.
Make our advertising efforts interactive with
consumers to drive B2C participation.
the campaign
39. the print
Surface
DO NOT DISTURB
CURRENTLY PLANNING THE
GREATEST UNDERWATER CITY
WHICH I WILL NAME...
ATLANTIS!
(also if you happen to have a beard and play with
lightning bolts, REALLY don’t come in)
Instructions:
1. Acquire scissors
2. Cut out along
dotted line
3. Hang on door
when privacy is
needed to make
transcendent work
4. Bask in success
front
40. the print
Surface
ENTER
YOU MAY STEP INTO MY
DOMAIN AND SPEAK WITH ME.
BUT BEWARE, YOU MAY EXIT A
BETTER PERSON.
(you may not step into my domain if you play with
silly lightning bolts.)
Instructions:
1. Acquire scissors
2. Cut out along
dotted line
3. Hang on door
when one is
feeling generous
with their wisdom
4. Change lives
back
41. the print
Surface
DO NOT DISTURB
CURRENTLY PLANNING THE
8th WONDER OF THE WORLD.
TRESSPASSERS WILL BE
ELECTROCUTED. SURVIVORS
WILL BE ELECTROCUTED AGAIN.
(and if you live with the fishes and always carry
around a trident, ABSOLUTELY don’t come in )
Instructions:
1. Acquire scissors
2. Cut out along
dotted line
3. Hang on door
when privacy is
needed to make
transcendent work
4. Bask in success
front
42. the print
Surface
ENTER
YOU MAY ENTER AND IF ADVICE
IS WHAT YOU SEEK PREPARE TO
HAVE YOUR LIFE CHANGED.
(but if you are all wet and smell of fish, KEEP
WALKING.)
Instructions:
1. Acquire scissors
2. Cut out along
dotted line
3. Hang on door
when one is
feeling generous
with their wisdom
4. Change lives
back
59. We obsessed over the Surface for
months. We put our all into our
campaigns and are very confident that
our ideas will expand your product’s
awareness and sales.
