Creating exclusivity for early adoptersBuilding a first-of-its-kind owners experience for a first-of-its-kind product.

Surface Studio Owner’s Experience

Surface Studio represented a totally new product for the brand: A premium desktop designed to go head-to-head with Apple’s iMac and its creator target audience. At the time of its announcement, people could begin preordering the much-anticipated Studio.

Instead of letting these early adopters wait in silence, we strategized a multi-touch owners experience — a series of intentional moments throughout the preorder period — to turn new users into the inaugural Surface Studio advocates.

Championing preorder pride.

The Studio Owners’ Experience spanned the lull between purchase and delivery. Thank you notes, creator interviews and exclusive content validated future Studio owners’ preorder decision, turning overlooked moments into ones of excitement. Ones that made them feel special.

For creators, from creators.

For our audience of architects and designers and other creative doers, we wanted to share stories from fellow creators: The real product team behind Studio. Each owner received a welcome note from the face of Studio, Panos, and continually received rare insight into the passions, efforts and details that went into their soon-to-be-delivered device.

In the making.

A behind-the-scenes look at how Drumroll + Microsoft made moments that made the first Surface Studio owners feel a part of the creative process.

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