Microsoft Mobile

"Group Therapy" campaign: The most successful Lumia campaign ever.

Microsoft Mobile’s impossible problem

  • Let down by the big name agency
  • Low budget
  • Low awareness of Cortana vs Siri, even though Cortana was a superior product

Brass Ideas big idea

  • Make it about the user, not the product
  • Brand passion point – make Microsoft users feel good for a change, vs. Apple

Combined with an innovative media campaign the “Group Therapy” campaign was the most successful Microsoft Mobile campaign ever and the only one to achieve over 1MM views.

“What you achieved with the time and budget we gave you was truly remarkable.”

Tejal Patel, Director, Microsoft Mobile

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