Microsoft x Intel: Modern PC Campaign

Championing the Modern PC in a smartphone-first world

Challenge:
Two big clients. Over 50 stakeholders, 100+ deliverables across 7 APAC markets in 4 languages. Seemingly endless updates and impossible timelines. Besides the sheer complexity of this project, the real challenge was this: how do you make the PC laptop more relevant in a world dominated by smartphones?

Idea:
We created the Step Up campaign, built on the insight that we need more than a smartphone to step up in our increasingly multifaceted lives. Through films and campaign assets, we showcased how the Modern PC’s hero features help people step up their creativity, productivity, and multitasking.

Outcome:
Compared to previous PC campaigns, ours was a step-up in results:
* 3.5x more engagement
* 165% increase in conversions
* The campaign’s scope expanded from APAC to EMEA

My Role:
Concept development. Copywriting. Scriptwriting. Client presentation. Editorial oversight.

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