Anywhere Generation

Microsoft Surface

Defining a generation made for mobile productivity.

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.

Anywhere Generation for Microsoft Surface Anywhere Generation for Microsoft Surface

Results

73,000

additional foot traffic into premium retail stores

48%

increase in purchase intent among surveyed participants exposed to the campaign

46%

increase in digital conversation

26%

website lead generation CVR (the highest of any Microsoft Campaign in Asia)

80%

increase in unaided awareness

37%

video view through rate (the highest of any Microsoft Campaign in Asia)

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