After the well-received street art teaser had the tech and design worlds teeming with speculation about Microsoft’s Surface PC tablet, we launched outdoor advertising for the main campaign coinciding with the tablet’s October 2012 product release. The ads featured images of the Surface tablet from multiple angles with the slogan “Click In”—a reference to the signature keyboard that literally clicks in to the base of the tablet. The sleek, product-focused aesthetic reflected Microsoft’s new direction, signaling a departure from conventional visual elements generally associated with advertising and allowing the product and the action of “Click In” to connect with the viewer and prove memorable. The campaign successfully infused an established global brand with a fresh perspective, communicated this message across a wider audience and sparked considerable media and consumer buzz.
