Microsoft | Displacing incumbent tech

This was a highly competitive pitch that involved multiple stakeholders and a rigorous evaluation process. Our innovative ideas ultimately triumphed, securing the business and setting the stage for an exciting collaboration. Following our successful pitch win, I partnered closely with my creative colleague to conceptualize and develop three distinct marketing ideas that were not only innovative but also ready to be taken to market immediately.

The challenge was to persuade three diverse industry groups to transition from their current devices to the Microsoft Surface suite of products. The first two groups we identified were law offices and creative agencies, both of which have unique needs and workflows that could be enhanced by the capabilities of the Surface products. For the third target group, we focused on architect firms, where the integration of technology into design and project management is becoming increasingly essential.

To effectively reach these high-value targets, we devised a direct marketing campaign that would stand out in their crowded inboxes and offices. Our approach involved sending a carefully curated package to our selected targets, designed to pique their interest and encourage them to engage further by signing up for a demonstration or consultation.

One of the standout features of our campaign was the use of heat-sensitive ink, which added an element of surprise and interactivity to the package. When recipients placed their hand on the specially designed print, the heat from their hand would reveal a hidden message that read, "Make Your Mark." This clever use of technology not only captured attention but also served as a metaphor for the transformative potential of the Microsoft Surface suite of products.

Aspirational messaging was hidden behind heat-sensitive ink, encouraging targets to physically interact with the DM

Our messaging was deliberately aspirational, positioning our targets as trailblazers in their respective fields. By aligning the cutting-edge nature of the Surface products with the forward-thinking ethos of these industry groups, we aimed to inspire them to embrace the change and innovation that our solutions could bring to their operations. This campaign was not just about selling a product; it was about creating a narrative that resonated with our targets’ ambitions and aspirations, ultimately driving them to make a decisive shift towards adopting the Microsoft Surface.

Target-specific imagery was chosen for the product brochure to ensure visuals would resonate

Which product benefits we surfaced depended on the needs of the industry target