MICROSOFT // JUST ASK SIRI.

How do you show MacBook users that their laptops have some serious competition? You let Siri tell them.

Apple has a loyal fan base - enough so that their users don’t even consider other options. Tasked with the near-impossible brief of convincing Apple users to try the new Microsoft Surface, we discovered that when it comes to laptops Apple might not actually be number 1. In fact, every online review says that the Surface is superior to the MacBook in almost every aspect. So how could we get these reviews in front of Apple customers? We decided to let Siri do it.

We created a provocative campaign that invites people to use Siri to compare the Surface to the MacBook, and placed our ads on bold, attention-grabbing out-of-home billboards. We asked for broader confirmation on innovation and versatility, and specific questions based on performance, battery life, and speed. The results showcase articles that formally declare the Surface as the better laptop, right on users very own Apple devices.

And that’s what I call a hack. Even though I still use a MacBook.

SF ADDYs Gold Winner 2019
Creativity International Awards Bronze Winner 2018
CMYK Top New Creatives