Global B2B Campaign for Microsoft and Intel
12,000 assets later: the real secret was boring campaign guidelines.
BUCK partnered with Microsoft and Intel to create a large-scale global B2B campaign promoting the upgrade to Windows 11 Pro and Copilot+ PCs with Intel vPro. The multi-phased initiative spanned 14 languages and over 12,000 assets, driving millions of new device activations and a significant increase in Windows 11 adoption worldwide.
Insights
- The core design challenge wasn’t “make ads”—it was building a scalable system: BUCK created Master Campaign Guidelines and Localization Guides so Microsoft, Intel, and global commercial partners could adapt the work locally without breaking brand consistency.
- The campaign was truly industrial-scale and multi-channel: 14 languages, 12,000+ assets across films, display ads, social, DOOH, podcast ads, landing pages, and email—distributed through both Microsoft and Intel channels plus their partner ecosystem.
- Results were quantified and fast: 1.2B+ impressions drove 2.5M+ new device activations across 7,000+ organizations, alongside a 4-point increase in Windows 11 adoption within five months.
- The message was anchored to a real deadline and upgrade pathways: Windows 10 End of Support is October 14, 2025; the campaign pushed Windows 11 Pro and Copilot+ PCs with Intel vPro, aligning with Microsoft’s narrative of “security by default and by design” and options like upgrading, buying new hardware, or using Windows 365.
- Scaling craft required a production network: BUCK enlisted Residence partners Part and Sum and Wild, plus Ditroit, to maintain “BUCK level of craft” at speed and volume—showing how modern campaigns are executed through coordinated specialist teams, not a single studio silo.
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