Challenge

Carat was asked by Microsoft to introduce Surface Book in the Netherlands. Overall goal of the campaign was to increase awareness and purchase intent for this new laptop, that should lead to a market share of 10% in the market for high end devices. In order to realize these ambitious goals, we had to convince the so-called STEM professionals (Science, Technology, Engineering, Mathematics). We set ourselves the goal of reaching 70 percent of this target group with an average contact frequency of 6. We also wanted to generate at least 1,700 leads online for resellers and retailers. 

Strategy

To trigger the professional target group and start the customer journey for a new laptop, we produced video content in collaboration with The Story Lab. Producer Dare Creative took care of the actual production under the guidance of The Story Lab. We produced two long-format  videos (90 second with two cutdowns to 15 seconds) in collaboration with the Dutch architect Ben van Berkel, known from the Erasmus Bridge and Arnhem Central, Station. The videos explained how modern technology helps to create revolutionary designs. In order to subsequently engage and convince the target groups of Surface Book, five short videos were produced, providing evidence for "the ultimate laptop". The various features of Surface Book were explained in these short videos. E.g: the feature creative with the Surface pen and highlight the power of being able to play Xbox One games on Surface Book. The video content has been distributed through various media parties, including BeOn, Amnet, DynAdmic, YouTube, LinkedIn and Facebook.

Results