Microsoft: From the industrial to the invisible revolution - Heralding the Age of AI in Asia

Microsoft, a technology company, used a story-driven campaign to improve perceptions in Asia Pacific about its artificial intelligence (AI) capabilities.

Campaign details

Brand: MicrosoftAgency: IN.FOM

Executive Summary

"The new world of communications is all about telling genuine stories that resonate with people."

  • In 2017, Artificial Intelligence (AI) was thrust forth as a major business priority for Microsoft in Asia Pacific. Communications (Comms) was identified as an important pillar in driving thought-leadership on this highly-controversial news topic in this region, where Microsoft is already lagging behind its competitors from a mindshare perspective.
  • Putting to practice the new adage that 'content is king', we have designed a story-driven regional comms campaign covering more than 15 markets in Asia Pacific....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands