New Microsoft Surface Brand Play Is ‘Anything But Ordinary’

Microsoft has launched a brand new campaign across ANZ, linking the new Surface devices including Pro 6, Laptop 2 and Surface GO LTE 4G with a series of unexpected and spectacular locations from the region.

Led by PR, social and experiential, the ‘Anything But Ordinary’ campaign encourages consumers to pursue their difference, push personal boundaries and chase their ambitions.

The largest integrated communications campaign for Surface across ANZ in recent times, the campaign focuses on what sets the devices apart in their category – bold difference in design and standing out from the ‘norm’ in terms of functionality.

‘Anything But Ordinary’ launched with three location experiences open to consumers: New Zealand’s Fox Glacier, Western Australia’s Wolfe Creek and South Australia’s Lake Gairdner.

Further locations and experiences will be announced in future, with consumers vying for their chance to ‘find their difference’ via Microsoft Surface Australia’s Facebook page.

The campaign was devised by opr Agency (WPP AUNZ), who developed the creative, content and communications approach, in partnership with Bastion Effect who led social & influencer creative, whilst WPP sister agency Maverick created and produced the experiences themselves.

Anything But Ordinary marks a new direction for the Surface brand.

Microsoft Surface category lead Karen Paterson says: “It’s easy to follow the crowd and fit in with the majority.

“Anything But Ordinary is not only an excellent descriptor of the experiences we’re offering, but a call-to-action for consumers everywhere to try something different, pursue something unique in all aspects of their life and, be inspired by the discoveries all around them.

“Surface products are founded by these principles, whether through functionality, combining the benefits of two devices into a single product, or personalising through colour. It’s the desire from our customers to be unique that led to us creating the sleek black versions of Surface Pro 6 and Laptop 2.”

Microsoft’s social & influencer agency Bastion Effect is supporting the ‘Anything But Ordinary’ campaign with select influencers chosen to participate in the extraordinary experiences.

In parallel, Bastion Effect is also hosting a series of satellite influencer events to launch the ‘Microsoft Creators Fund’ – an influencer content creation fund which provides Australian creatives with the funds to bring their most extraordinary content ideas to life.

The first Creators Fund brief will see influencers pitching their Anything But Ordinary content ideas to appear in a National digital campaign for Microsoft in January.

Anything But Ordinary is open to everyone of good health and fitness, with all accommodation and transfer costs covered by Microsoft Australia.

Spaces are extremely limited, so getting in early is strongly encouraged.

The first experience commences on the 30 November 2018, with spots available based on a creative entry submission of why entrants think they are anything but ordinary.

Pursue your difference by visiting here and tell us how you are Anything But Ordinary for a chance to win a trip you’ll never forget or join the conversation on Facebook, Twitter and Instagram, using the hashtag #AnythingButOrdinary.

The newest additions to the Surface family – Surface Pro 6, and Surface Laptop 2 which are now both available in black – are available for purchase in Australia and New Zealand, now.

Surface allows you to work and create freely, with powerful next-generation tech that gives consumers versatility, performance and design with every device.

Every Surface is designed with these things in mind and every Surface is built to stand out from the ordinary.

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