Microsoft Surface – Tax-Time Sales Campaign

To capitalise on end-of-financial-year purchasing behaviour, we developed a targeted tax-time campaign aimed at boosting Surface device sales among both new and existing customers. The objective was to drive urgency and cut through a competitive retail environment using a lean, brand-aligned approach.

My contributions
- Led creative direction and asset rollout, repurposing existing content within Microsoft’s brand framework to deliver cost-efficient campaign materials.
- Crafted a compelling visual and messaging strategy that emphasised urgency, exclusivity, and value, anchored by strong price-led incentives.
- Collaborated with marketing and product teams to ensure messaging alignment across paid media, CRM, and point-of-sale channels.

Challenges
- Working within strict brand guidelines while finding ways to create standout, sales-driven creative.
- Maximising campaign impact on a tight turnaround with minimal net-new asset production.
- Balancing performance-driven messaging with premium brand positioning.

Outcomes achieved
- Delivered a cohesive, multi-channel campaign that contributed to a 15% increase in Surface device sales within a month.
- Successfully reinforced brand trust while driving immediate conversion, striking a balance between short-term sales goals and long-term brand equity.
- Provided a repeatable framework for future promotional campaigns with measurable ROI.

Services
Art Direction, Digital, OOH, Social