Microsoft understands the value of getting its people behind new product launches. It’s why the Surface Go marketing team approached April Six: to help drive internal awareness for its latest launch. The aim was to engage staff and educate them in the product features and benefits.
We delivered a creative strategy, “We are Go!”, designed to bring together Surface Go users around their common desire – to take the power of technology with them, wherever they go. To get staff going on launch day, we rebranded the main entrance atrium at Microsoft headquarters in Reading, and delivered a bespoke competitive car race challenge, the Microsoft Surface Driving Wall, as a striking centrepiece.
Surface Go internal launch
Strategy, Content, Design, Event Management, Internal Comms, Experiential Marketing
Rebranding the Atrium is GO!
We put the Surface Go branding at the front of mind, adapting the designs to fit in places that would deliver the greatest exposure, including balcony banners, external lift wraps and floor spots in busy corridors.
Driving competition is GO!
A competitive model car race, on a near vertical wall, with the added challenge of hitting targets that represent the four sectors Microsoft wanted to target: education, firstline workers, consumer and public sector. And the prize for the fastest time? A new Surface Go, of course.
Education is GO!
With four information stands in the Atrium on the day, staff who visited all of them were additionally entered into a draw to win a Surface Go. This generated significant footfall on the day.
higher staff engagement than expected
The Surface Go launch event was such a success, and it was the creativity and innovation that made it the truly amazing event it was. We’ve seen and overheard people talking about it – and arguing over the car racing on social media! – so it definitely created the buzz we wanted.”
Nicole Gujer / Surface Category Manager and Tom Light, Product Marketing Manager