Our goal was to reach the early adopters and influencers who are at the forefront of mobile computing technologies, and raise awareness of Tablet PC's benefits ... Innovative flexibility between portrait and landscape, paper-and-pen simplicity in a computer format.This group is very busy and they're bombarded with competitive technology messages. As a result they are a difficult group to communicate with effectively.So we set ourselves an additional communication goal ... Inspire them with innovative media that's simple to understand.

Our team worked closely with Microsoft from the outset, testing early versions of the Tablet so we really understood the benefits it would bring to mobile computer users. We developed our idea and worked hard to persuade media owners to deconstruct and reconstruct key poster sites in a way which had never been done before. And we travelled along key commuter routes to identify the most relevant opportunities and sites.To make sure the creative treatment fully exploited the new media opportunities, we co-briefed the creative teams and co-ordinated efforts between media owner, creative agency and client.

The launch campaign for Microsoft's Tablet PC used true media innovation that dramatised our client’s innovation.Tablet PC brings ... Flexibility – use portrait or landscape ... Simplicity – turns handwriting into type.By changing the form of familiar posters that commuters saw every day we made them look twice – and instantly understand the product benefits.... and, best of all, Tablet PC sales have exceeded expectations ...'Tablet gives hope to gloomy PC market' – ZDNET UK