Surface Show & Go
Where vision meets execution
- Challenge
In the commercial tech space, Microsoft Surface devices have always been positioned as premium. But with a higher price point comes the need for hands-on experience – something that was increasingly hard to deliver as hybrid work took hold.
Surface devices are sold through reseller partners, so empowering partners to effectively showcase the full device lineup became critical. With over 10 models in market and limited in-person access, Microsoft needed a new way for partners to deliver impactful demos.
- Approach
We designed a partner-first campaign anchored in ease and executional excellence.
We started with the physical experience. The centerpiece was the Hybrid Device Showcase Kit – a sleek, durable traveling case that could hold up to six Surface devices and key accessories. It gave reseller partners the power to demo Surface on the go, wherever work happened. The premium look and tactile experience sold itself.
We doubled down on design, investing the majority of the budget into developing and producing a kit that reflected Surface’s premium positioning. The design balanced rugged utility with refined aesthetics, reinforcing Surface’s blend of performance and polish.
To extend the reach beyond in-person demos, we created a digital version of the kit for virtual follow-ups and self-guided exploration. This online experience featured high-quality renders, animations, and built-in calculators to demonstrate business value through total cost of ownership (TCO) and emissions savings.
Together, the physical and digital elements delivered a seamless, hybrid-first demo experience that empowered partners to showcase Surface in whatever way worked best for their customers.
- Outcome
The response blew expectations out of the water. Over 100 partners signed on to purchase the kit, which was five times the initial goal.
The impact extended beyond commercial. Due to demand, a second kit was developed specifically for education customers.
The campaign not only drove partner engagement and Surface sales, but also set a new standard for how Microsoft showcases hardware in a hybrid-first world.