Making Microsoft hipper

A boutique urban hotel called for Baroque art posters

Microsoft came to us with an uncharacteristic request. Expose business travelers at a hip, Baroque-style hotel in Chicago to the newest, hippest games and products that Microsoft offers.

Asking Microsoft’s core business audience to see a more playful, digital side of the corporate behemoth became a sound test of experiential marketing. Working with Hotel Sax, they created The Studio – a trendy entertainment lounge for adults with flat screens TVs, wireless laptops and Xbox consoles and game titles like Rock Band, Halo, etc.

Now the real work. Get business travelers to leave the seclusion of their hotel rooms and come experience the other side of Microsoft at the free lounge. Throughout the hotel, our creative work enticed them by blending the Baroque décor of the hotel with witty messages. To measure the shift in perception toward Microsoft, the agency helped with in-person research after guests had experienced The Studio. What we found: adults felt like teens again. They socialized and played. Met new people. Laughed and even sang. And their image of Microsoft swung from reliable office-oriented software to exhilarating fun.