case studies
Challenge - media
relaunch
Surface brand
Find out about our Surface Anti-Luvre strategy,
which was based on 6 pillars of action
Explore the full project case study
The Surface Anti-Luvr campaign aimed to highlight the benefits and creative features of the Microsoft Surface Pro, a 2-in-1 device (a tablet computer with a detachable keyboard and computer pen).
At the time of the campaign's launch, the device had only been available on the Polish market for six months, which required our team to develop a creative campaign to bring the subject to life anew in the media and to strengthen engagement around the target group the product is aimed at: digital artists and graphic designers.
As part of the Surface Anti-Luwr project, we encouraged internet users to 'tweak' selected works by master painters and give them a contemporary twist.
the strategy developed
Public
Relations
Influencer Video Marketing
Competition
Event
Social Media
Surface Anti-Luwr is an example of multi-channel communication, combining Public Relations, Influencer Marketing, Competition, Event and Social Media activities, as well as an exclusive print publication.
Surface Anti-Luvr was to take on the burden of a long-term campaign and become a communication hub to contact a key target group for this product: digital artists and graphic designers.
Through the use of 360-degree communication, the project was able to sustain high media interest in the product and strengthen awareness of this type of solution among target groups.
activities
- Surface's anti-Luvr strategy was based on six pillars:
- Working with influencers (Magdalena Pankiewicz) - video
- Content and competition platform (Behance.net) - link
- Media relations
- Outdoor/Event in an art gallery (exhibition of selected competition works in Xanadu Art Gallery)
- Print: Album Surface Anti-Luvr
- Cooperation with a non-profit organisation (WOŚP)
The campaign began with a collaboration with influencer Magdalena Pankiewicz, who became the locomotive of the entire campaign. She is one of the most respected Polish illustrators in the world.
Her task was to 'enhance' five works by master painters and adapt them to contemporary realities, using the capabilities of the Surface Pro and Surface Pen. The collaboration resulted in a video to promote the Surface Anti-Luvre competition.
The second step was the launch of the Surface AntyLuwr digital gallery on Behance.net. Here, all the masterpieces created by internet users who took part in the competition were collected. The rules were simple: the participant had to add a modern touch to any of 24 classic paintings by master painters, from Leonardo da Vinci to Van Gogh. In the end, nearly 200 digital images were collected in the Surface AntyLuwr gallery. At the same time, media relations activities were underway to promote the competition and the works already created.
The third step was an event at Xanadu Art Gallery in Warsaw, combined with the launch of a temporary exhibition of 14 selected artworks created in the competition. The event was accompanied by a lecture on the history of painting, and nearly 50 people attended the opening of the exhibition.
The fourth step was the publication of a limited edition of 100 copies of the bilingual Surface AntyLuwr Art Album, reminiscent of the Taschen albums well known to painting connoisseurs.
The fifth step was to donate 3 selected paintings to the charity auction of the non-profit organisation, the Great Orchestra of Christmas Charity.
effects
- Nearly 90,000 visits to the Surface AntyLuwr digital gallery (organic traffic)
- More than 40 publications in reach media
- Over 5 million reach (UU)
- Over 420,000 views of campaign video with influencer
- 528 entries submitted
- 217 digital artworks featured in Surface's digital gallery AntyLuwr
- 100 copies of Surface's exclusive printed album AntyLuwr AVE (estimated advertising equivalent): over $38,000.
- 100% positive sentiment of the campaign among media and contestants
- Social media ads: 2.1 million views
- Award: SABRE Gold Award EMEA 2018 in the Hardware category: Technology
- We collected nearly 200 original works. Some of them were included in the limited edition printed album AntyLuwr, while others found their way onto canvases and hung in the Xanadu art gallery during the temporary exhibition
