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Microsoft Surface Pro 3
SURFACE PRO 3: THE TABLET THAT CHALLENGED THE LAPTOP CATEGORY

RAN IN: United States

CLIENT
Microsoft

Kate Murphy, Senior Director
Deana Singleton, General Manager
Kathleen Hall, Corporate Vice President

AGENCY
m:united // McCann *Lead Agency

Andy Azula, SVP, Creative Director
Mat Bisher, EVP, Executive Creative Director
David Cliff, Director of Microsoft Creative Technology
Michelle Kiely, EVP, Global Strategy Director
Darla Price, SVP, Group Account Director
Aaron Kovan, Director of Integrated Production
Kevin Nelson, Managing Director


Empower Media Team


Method Studios


No6


SUMMARY

Microsoft Surface Pro 3 has inspired and ignited a whole new category of devices that are just as versatile as they are powerful. Devices that offer the balance between work, play and everything in between. By taking on the MacBook Air - the most popular laptop at the time - and demonstrating the features that differentiate us as the superior device, we were able to position Surface Pro 3 as the tablet that can replace any laptop.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive/Online, OOH, Print, Sponsorships, TV

Audience: Brand Influencers

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English