Every geek on earth knew that Windows 8 was launching, but Microsoft wanted the attention of a new audience, tastemakers, young New Yorkers who were stuck in Mac land, people who hadn't touched a PC in years.
The Windows 8 campaign 'Built around you' was all about personalisation so we created Microtropolis, a 178-foot immersive installation and product demo that connected the physical and digital world to bring an interactive Manhattan to life, with avenues wide enough to walk through, visitors fully immersed themselves in the experience.
It featured over 200 new devices placed along rooftops. Each of the neighbourhoods devices were personalised by notable New York artists, chefs, and culture creators who curated the content in the places they call home.
In the days that followed it had changed the social conversation around Microsoft with millions of people in 97 countries talking about it. It put Windows into the hands of people who hadn’t touched a PC in years. Three million new customers in New York bought windows over mac again.
