Microsoft
Apple users trust Apple products, believing that the MacBook is the best without considering other options. But almost all the reviews online say that the Microsoft Surface is superior in almost every aspect. So how do we get Apple users to see that?
Just ask Siri.
A campaign that hacks Apple by encouraging its users to ask Siri questions that compare the Surface to the Macbook. The results showcase the online reviews proving that the Surface is better, on the users own devices.
SF ADDYs 2019 - Gold
Creativity International Awards 2018 - Bronze
Featured on Hello You Creatives
The ads invite Apple users to take out their iPhone (or MacBook or iPad) and ask Siri the suggested question. The results that will appear on their own device showcase the online articles proving the Surface to be the superior product.
The posters are placed around the city, suggesting questions about the Surface Pro for people to ask Siri on their mobile phone. These posters aim to get people thinking about the Surface Pro in new light, and to see the reviews and articles that compliment it.
Digital
The digital ads appear as Sponsored Posts on Facebook and Instagram, as well as web banners on different websites. These questions highlight key features of the Surface Pro, directly comparing them to the MacBook.
Out of home
The out of home placements are unique executions that target specific audiences, such as creatives, entrepreneurs and students. They use their environment as the medium to suggest questions that help different groups of people see why the Surface Pro would be great for them.
