Microsoft is a Technology and Software company whose mission is to empower every person and organization on the planet to achieve more.
In 2023, Microsoft CEO, Satya Nadella announced the business’ first foray into AI: Microsoft Copilot. As the catalyst for a new front of productivity, workflow enhancement, and user experience for the Windows platform, the launch of Copilot marked the opportunity to drive upgrades to Windows 11 Pro through device purchases and upgrades.
THE CHALLENGE
There’s plenty of enthusiasm about AI in the workplace. But there’s also plenty of resistance from risk-averse IT (ITDMs), business decision makers (BDMs) wary of investment costs, and end-users threatened by AI’s rise. Addressing these concerns was priority number one. As such, our goals were to:
- Use Copilot’s launch to drive existing device upgrades/partner-led sales and increase Windows 11 Pro adoption
- Push beyond Microsoft’s usual product-led approach to craft emotional and aspirational narratives that resonated with the people behind the job titles
- Showcase how Copilot enhances workflows at a click of the Windows 11 Pro taskbar or device Copilot key
WHAT WE DID
INSIGHTS & STRATEGY
EMPOWERMENT OVERCOMES AVERSION
Some simple truths shaped our strategy. Windows 11 Pro provides easy access to Copilot, but it was an unproven technology with very little track record to lean on. However, that meant no one was an expert.
To showcase a world where “every task starts with AI”, we looked to highlight how Copilot could usher in a new era of workplace productivity. So, we reframed how we engaged:
- ITDMs: From behind-the-scenes enablers to boardroom influencers and end-users navigating an unfamiliar technology
- BDMs: From cost-conscious to cost-confident their AI investment would yield results
- End-users: From AI-skeptical to AI-empowered Copilot users
BIG IDEA
THE ‘POWERS OF ME’ PLATFORM
‘Powers of Me’ is a creative platform that didn’t simply suggest that Windows 11 Pro makes work ‘better’ – it showed how it makes work ‘special’. We didn’t – and couldn’t – conform to how B2B tech was usually marketed to make that point.
We worked with dozens of artists to create static and dynamic art pieces that told relatable, emotional stories. Each created interpretations of words like ‘flexible’, ‘fast’, ‘powerful’, ‘intelligent’, etc. that were combined to create one employee with multiple ‘powers’ – mirroring the four quadrants of the Windows logo.
EXECUTION
CENTRALIZED STRATEGY, REGIONAL DISTRIBUTION
We had a lot to accomplish in a centralized model that would – traditionally for Microsoft – be run by regional marketing teams. This included creating full-funnel asset builds for two primary personas, across six global markets, in seven languages, ensuring they were executable through a range of media and sales activation platforms.
We developed 4,000 tailored assets as a baseline, with 300 unique to each of our six core markets. This included premium content like e-books, micro-strategies, and nested emails alongside digital materials like videos, carousels, and animated banners. Each led to a robust campaign hub, guiding users seamlessly through the funnel to the decision stage.
The platform resonated so strongly within Microsoft that it earned a prime spot in New York City’s iconic Times Square, with a campaign video showcased on The Cube – a billboard seen by nearly half a million people daily.
I am thrilled to have worked with Transmission on ‘Powers of Me’ – our new global Windows 11 Pro and Copilot hero campaign. Both the creative and the strategic thinking behind it were inspired and unlike anything being done in the category.
Mary Ann Anderson
Group Product Marketing Manager, Microsoft
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