Microsoft demonstrates how to please nitpicking bosses

Microsoft has ramped up the promotion for tablet Surface Pro 3 in China with a new online ad campaign "Presentation", targeting white collar professionals.

Under the tagline "Imagine What Surface Can Do For You", the short video is designed to reinforce the functionality of Surface Pro 3 in a tale about how a young white-collar worker impresses his nitpicking boss at a meeting with the help of the smart tablet.

Launched last July, Microsoft has previously kept promotions for Surface Pro 3 in China limited to website and banner updates.

Earlier this year that the tech giant has teamed up with M&C Saatchi Greater China to launch a two-wave digital campaign, from CNY to May, on Microsoft's website and social media to boost sales and to draw awareness on the tablet.

This "Presentation" commercial is the second wave after the first push of a heart-warming viral video, entitled "Dumpling", which rides on the deep-seated Chinese cultural value - family bonding - in an effort to make an emotional impact on Chinese customers around the CNY period.

"Microsoft has long been perceived as a software company. But little do consumers know they also provide a wide rage of hardware products, such as smartphone, after acquiring Nokia," Fens Sato, business director of M&C Saatchi Greater China, told Marketing.

"So even after more than half a year since the tablet's launch, most people still confused about where to buy the device in China. In this campaign we're tasked to boost sales and raise awareness on the product in China and to drive people to Microsoft's brick-and-mortar stores."

The video will direct audiences to to increase retail footprint.

"Usually consumers use tablet as an entertainment device for video watching, web browsing and gaming. But Surface Pro 3 positions as a mobile PC that can be a replacement of desktop and tablet - it's as light as a tablet while as fast and productive as PC. Also, it's run in Window 8 operation system which you can install any Microsoft Office software just exactly like programme installing on a PC," he added.

The campaign will run until mid-May.

M&C Saatchi Greater China (Shanghai)
Creative Director: Albert Yeo
Business Director: Fens Sato
Creative Producer: Sam Iwata