Microsoft gives resellers a showcase kit for the full Surface line-up
A hybrid device showcase kit pairing a sturdy travelling case with an immersive virtual environment
The benefit and curse of premium
In the competitive commercial tech space, Surface devices were premium offerings whose high price point demanded an in-person experience for buyers to appreciate their value. Commercial devices are bought through reseller partners, and with a portfolio of over 10 devices, showing the full line-up was getting harder.
Partner success is Microsoft’s success. The strategy was partner-centric, aimed at resellers who drive Surface device sales and build brand equity with customers. Microsoft wanted a modern demo kit partners could use for engaging device demos, and budgets were tight enough that partners would pay for the kit themselves. Knowing it was a tall order, Microsoft expected to sell 20. In a risky move, almost all the money went into designing and producing the kits, on the hope that its creativity would sell itself.
Blending the physical and digital
The first-ever Hybrid Device Showcase Kit worked in both realms. A sleek and sturdy travelling case held up to 6 devices and essential accessories, so partners could transport Surface devices and do demos on the go. A digital version supported follow-up conversations and self-guided virtual demos.
A case built to travel
The interior was custom-fitted to hold Surface devices and accessories securely. The design struck a balance between ruggedness and refinement. There was even room for a table skirt if partners were headed to a trade show.
The full line-up, from anywhere
Partners activated the digital version when customers could not meet in person. It offered an immersive virtual environment where customers could explore the full Surface lineup, picking a device and looking at it from every angle.
A premium look, rendered in 3D
For the digital aspect, the aim was a high-quality user experience that complemented the premium nature of the Surface brand. 3D renders and dynamic animations presented the devices in a visually engaging way.
Numbers built into the demo
Built-in calculators for total cost of ownership and emissions addressed business impact. The interactive feature let potential customers see the tangible benefits of choosing Surface devices in terms of cost savings and environmental impact.
A new standard
Responding to partner demand, a second version of the kit was created for education customers. The program set a new standard for how Surface devices are experienced in the modern workplace.
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