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 by far, the most complex project of my career to date. And the creative ask alone was challenging enough: to build more love and 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 take us to the next level in our fast-paced and multifaceted lives. Taking a show-don’t-tell approach, we romanced the Modern PC by highlighting its hero features in action, and how they can make one’s creativity, productivity and multitasking much better and surprisingly easier.

Outcome:
The integrated campaign was a huge success.
* 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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