Microsoft had two core challenges: a vast and complex product offering spanning hardware, software and services, and a perception putting them in tension with modernity that was losing them competitive share. A CEO interviewed for the campaign stated, ‘Microsoft is not a thought leader, just another tech vendor’.
We were briefed to create a B2B campaign for the modern workplace, driving brand awareness and business impact through leads and sales. The campaign had to make business leaders rethink their business technology.
Target audiences were C-Suite across varying disciplines in SMB and enterprise organisations, with the campaign going live in 12 markets across Western Europe. The campaign demanded a layered approach, to deliver uniform and universally relevant creative that was able to trickle down to targeted solutions per job function.
A unifying, collective thought was needed to simplify the product offer and challenge parameters of the traditional workplace. The campaign represented a step change in B2B stretching far beyond traditional product marketing, positioning Microsoft as a cornerstone of the modern workplace and a thought leader in something much bigger than technology.