A Really Big Pitch
It was what some trades called one of the largest global pitches ever. The assignment? They didn’t ask how we’d sell cool Xbox games or the top of the line Surface Pro. They wanted to know how we’d sell their cheaper, boring stuff – the $50 Lumia phone and $299 ASUS laptop.
The answer? Microsoft built and priced it that way on purpose, so everyone could have it. Oh. And this little campaign helped win the pitch for IPG and led to the creation of M United at McCann. It was a great experience getting to be a part of the team that helped create and shape this work for the pitch.
Credits: CCO Con Williamson, ECD John Cornette, Lance Ford, Karl Dunn
Connecting some different dots.
While most brands were focusing on super high-tech, top of the line products. We thought Microsoft could connect a couple of different dots. The perception was that a lot of Microsoft’s products are cheap, since you can get an ASUS laptop for $299 or a smart phone for $59. But the truth is Microsoft made these products this way on purpose, so everyone could have them to help achieve their purpose. This video acted as both a mini-manifesto and initial spot for the campaign. There were many other elements to the work including digital, social, some traditional work, and more.
