Microsoft x Intel: Step Up with a Modern PC

Challenge:
Two big clients. 50+ project stakeholders to manage and please. 100+ deliverables in 4 languages across 7 APAC markets. Seemingly endless updates and impossible timelines. The Modern PC campaign for Microsoft and Intel was easily the most complex project of my career. And the creative ask alone was challenging enough: build more relevance for the PC laptop in a world that prefers smartphones.

Solution:
Our response came from an insight that we need more than a smartphone to step up and stand out in our fast-paced, multifaceted lives. Taking a show-don’t-tell approach, we romanced the Modern PC by highlighting its hero features, and how they can take one’s creativity, productivity, and multitasking to the next level.

Outcome:
The integrated campaign was a huge success in terms of performance.
* Compared to previous PC campaigns, it got 3.5 times more engagement and 165% more conversions.
* The campaign’s scope was expanded and rolled out into the EMEA market due to APAC success.

My Role:
Concept development. Copywriting. Scriptwriting. Presentation.

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