Microsoft whips up 'Banksy-esque' Surface street art
By Sarah Shearman, marketingmagazine.co.uk, Tuesday, 13 November 2012 11:00AM
Microsoft is targeting trendsetters and early adopters with a "Banksy-esque" street art campaign for its Surface tablet.
The tech giant has graffitied various buildings, pavements and walls in 30 urban sites in the UK with Surface artwork.
The ads are created with chalk and vinyl, though one site in London is in ultra-violet (UV) material, and the tallest 12 metres high. The ads do not have a call to action and the campaign will not be supported by social media or other media activity.
Instead, Microsoft hopes the content will be shared organically, which it says will make it "more authentic". It will be measuring the reach of the campaign with social buzz monitoring.
UM London handled the media for the campaign, working with ambient advertising specialist Curb.
This is the first time Microsoft has used ambient out of home advertising before, and the campaign marks a creative diversion from the brand’s usual marketing activity.Follow @shearmans
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Senior Field Marketing Manager Salt £70000 - £90000 per annum + Bonus, London
- Digital Ad Operations Manager Ultimate Asset £35000 - £40000 per annum + Amazing Benefits, London
- The rear of the Apple Watch is more interesting than the face
- Channel 4 to drop 4oD for digital service All 4
- Guardian launches three-tier membership scheme
- FT to reveal first design overhaul in seven years
- David Hasselhoff to join Sorrell, Naughton and Shing at IAB Engage 2014
- Apple unveils 'biggest advancement in the iPhone' and 'Apple Watch'