When a local business works better, it lifts the community, providing better jobs, better food, and better services leading to a better life. Microsoft's campaign recognises the contribution of small local businesses, and offers its support as a partner for growth, breaking the perception that a big tech brand only cares for big companies. 

Changing the way we talk business

When global tech companies talk to businesses, their communications often leave smaller local businesses feeling left out – particularly in Asia Pacific, where SMBs are not just businesses, but a way of life.  

Competition in the technology solutions space is fierce, with big brands like Google competing side-by-side with newer competitors like Dropbox offering similar products with similar functional benefits. We needed to change the conversation, one that would create preference for the Microsoft brand and differentiate their offerings from the rest.

From a made-for-social launch video to retargeting social and digital display ads, Microsoft celebrates the real importance small businesses play in making life better. The campaign connected with the SMB owners, and positioned Microsoft as a partner in the SMB effort to make life better for its customers, employees, families and the local community.

Localized campaign pages tailored for Asia Pacific’s SMB industries features ways local businesses can do even better with Microsoft’s recommended solutions and local partners to help implement easy-to-adopt solutions design to help local businesses flourish and grow.