Title:
#OnMyRadar by Microsoft Surface
Scope:
Social media campaign
Storyboard creation
Contributors:
Work done as part of INVNT
Creative team: Adam Harriden (Executive Creative Director), Sarah Bailey (Creative Director) and Karen Ho (Graphic Designer)
The Microsoft Surface is an ideal product for the portable laptop market - sleek, elegant and designed for both productivity and creativity. Unfortunately, not many people are aware it even exists.
Microsoft Singapore wanted to create an influencer campaign to spread awareness about the Surface, showcasing its benefits with the help of social media personalities. We spun the idea of an influencer campaign on its head, asking our influencers not to promote the Surface. Instead, we simply asked them to put it on their radar.
With the help of two of Singapore’s most popular influencers, Chrysan Lee and Daniel Ang, we invited fans to guess #WhatIsOnMyRadar as they took a staycation showing how the Microsoft Surface fit seamlessly into their own lives.
STORYBOARD: INFLUENCER DIARY EXAMPLE
In traditional sponsored or product placement posts, the products feature front and centre but for #WhatIsOnMyRadar, it became important to provide clarity on how this was type of campaign would be different. A visual ‘Diary Example’ was designed with the influencer staycation journey in mind - complete with moodboards, sample copy and photography to inspire the right tone of voice and visual style for the campaign. The Diary Example also acted as a storyboard for the video, showing the staycation journey and how each area and activity had been touched by the power of the Microsoft Surface.
MOCK-UPS: SOCIAL MEDIA EXAMPLE POSTS
Sample social content examples were mocked up to help the client and influencers understand the creative idea - in particular, the subtle nature of the campaign. Discrete placements of the MS Surface and focus on the activities in reference to #OnMyRadar provided showed a stark contrast to the usual direct nature of influencer content.
THE FINAL RESULT
In the end, our influencers Chrysan Lee and Daniel Ang both incorporated the MS Surface into their social media content with nearly 100 comments on their collective posts from their followers to guess what what on their radar. In stark contrast to their regular posts, the campaign was successful in getting their fans to consider the Surface and how it could fit into their lifestyle.
