Creative Execution

We set the new trend of photo posture call #kickstanding by utilizing the unique function as Surface is the only tablet that can be able to fold out kick stand to make the product usage superior than other in the category. We reached out to social media crazed Thai by creating fun, shareable but unbranded content to get consumers & influencers to interact and response to this by taking their own selfies doing this kick standing action across all popular social platforms. Then, tie up the campaign by partner with top lifestyle influencer to reveal the campaign.

• +35% time over time fan growth in Microsoft’s own properties; Facebook and Twitter communities • +43% unique engagement with brand contents across all social platforms. • Finally, over 404 thousand engagements from influential posts who participated in #KickStanding In the end, we were able to overcome the challenges and make Thais enjoy the fun aspect of Surface as well as making the product known in the midst of Samsung and Apple Dominated market.

Due to Microsoft has been registered in consumers mind that only for work, serious, and routine. While, consumer switch to trendy brand like Apple when they want to play. Microsoft wants to launch Surface in Thai market, It is the first ever product designed, produced, and published by Microsoft itself. The product is suitable for university student and young adult. So, we would like to take this opportunity to make the product known to a virtually unknown market and also change brand perception including with build brand preferable. To make this launch approachable and fun, we decided to leverage what Thais believed to be fun, hip, and new because we know that Thais are social media maniacs who like to follow whatever is the main stream trend. Moreover, this new trend has to shining the light on the unique function of Surface.