Question: How do you capture the attention of a target group that is already familiar with everything the technology sector has to offer? Answer: By appealing to their emotions. For Microsoft, we staged a live version of the globally successful “Movement” advertising spot as a flash mob at an international IT trade fair.
We put together a group of artists from all over the world and created spontaneous flash mobs to illustrate the special characteristics of Surface tablets with the help of dance, acrobatics, soccer freestyle and sign twisting.
In addition to the show concept, artist booking, choreography and creation of show music, we provided a unique staging on site including the appropriate costumes. We also programmed the tablets used and by provided mobile barriers to ensure smooth running of the flash mobs.