We documented stories of select personalities from key APAC markets that embody the spirit of the Anywhere Generation: digital natives who see work as play, constantly collaborating and connecting with others like them across time zones and cities. The campaign made waves not just in the retail outlets, but in the brand’s history as well. #AnywhereGeneration was the first consumer creative campaign for Microsoft Surface globally, and set the tone for the brand’s future brand initiatives.
additional foot traffic into premium retail stores
increase in purchase intent among surveyed participants exposed to the campaign
increase in digital conversation
website lead generation CVR (the highest of any Microsoft Campaign in Asia)
increase in unaided awareness
video view through rate (the highest of any Microsoft Campaign in Asia)