Microsoft
Personal Shopping & Support Guidebook
Creative, Copy & Art Direction
June 2021
Contents
Concept
Landing page
External Placements
03 Beyond the Surface
04 Product Experts
17 Linked In
08 Customer
28 Instagram
11 Team 14 Overall Directions
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Microsoft Business Consultations
Beyond the Surface
Objective Let’s humanize our product experts to show consumers how easy, and genuinely enjoyable, Microsoft appointments can be.
Like we do with business consultations, we’ll show how product experts go beyond just helping consumers buy products, highlighting the fact that Microsoft experts never give generic tech advice. Instead, they take time to find and set up products that work perfectly for a consumer’s specific needs. We're humanizing the product and setup meetings by showing the consumer enjoying the experience, focusing more on convincing them to book than on the extensive knowledge of the experts.
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Microsoft Business Consultations / Objective
Landing Page
Personal shopping and setup support. Whether you need some quick advice, a live product demo, or help with setup, our experts are ready to answer all your questions, big or small. Tech advice beyond price points and FAQs. Everyone’s different, even when it comes to tech solutions. So, our advice is different for every meeting, which means you’ll always find products that work specifically for you. Book a meeting* *This CTA is optional. If included, it would drop down to the following 2-up to choose your meeting type.
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Microsoft Business Consultations
Landing Page / Continued
Let’s talk products. When you need to decide on a computer, a Microsoft 365 plan, or gaming products, our experts are here to help you weigh your options. Book a product meeting. Let’s get you set up. Our product experts are thorough. That’s why you’ll never be left to set up by yourself —unless you want to, of course. Book a setup meeting
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Microsoft Business Consultations
Featuring the product expert.
A window into the call. To bring warmth and humanity, showcase bright, friendly product experts, actively listening or engaging in discussion.
Active, talking with their hands Bringing product into the shots Visibly showing something, pointing to a device, explaining steps, etc. Genuine smiles, and facial expressions – candid, not posed Represent diversity Product experts should be in their “Skittles” uniforms.
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Microsoft Business Consultations / Art Direction
We’d want eye-contact as they explain.
Featuring the product expert.
Ready for you. For placements with less context, like advertisements on other platforms, take a step back from the product expert’s computer camera and show them at their workspace. Approachable, friendly Casual, comfortable body language Looking up from desk, turning towards camera Genuine smiles, or warm, confident face – not over doing it Represent diversity Product experts should be in their “Skittles” uniforms.
Reference for pose, not environment
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Microsoft Business Consultations / Art Direction
Landing Page / Continued
We’re available Mon-Fri, 5:00 AM to 5:00 PM PT Sat-Sun, 5:00 AM to 5:00 PM PT For all your needs From hello to shopping to setup, our product experts are ready to help. Completely free Expert advice doesn’t cost a thing. All you need is a screen and some Wi-Fi. Browse in your browser. Leave lines, busy stores, and commute times behind. Book a virtual meeting to shop from home, your office, or wherever you like.
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Microsoft Business Consultations
Featuring the customer.
Comfortable. Make it looks easy and comfortable Show a simple setup Make the body language, wardrobe and home, feel natural, comfortable, and un-staged Showing the UI: Bring warmth by getting close (having the device in the palm of your hand, on your lap) or adding pets or children into the frame
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Microsoft Business Consultations / Art Direction
Featuring the customer.
Relatable Show that you can call from anywhere; the floor, the couch, the kitchen, on-the-go… Show the relatable, and inevitable interruptions of pets and children Show imperfect homes and apartments (you don’t have to clean up for us) Show people with notes, or who are looking intently, following along with the setup support
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Microsoft Business Consultations / Art Direction
Landing Page / Team
Personal tech advice should come from a person. When you book a product or setup meeting, you’ll always connect oneon-one with an actual human being, every time. Book a meeting
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Microsoft Business Consultations
Featuring the team.
Our Team. Product experts should be wearing their brightly coloured “skittles” shirts for these photos. As a group they can be close together, friendly and tight-knit. Their posing should still look active and engaged, but can be casual. Show lots of smiles and friendly faces. Keep things natural by having more movement as you’re posing; adjusting hand placement, shifting weight, etc. Considerations Perhaps a more graphic or stylized approach may have a place for ad content?
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Microsoft Business Consultations / Art Direction
Landing Page
Ad placements
Landing Page / Your Life
We find products that fit your life. Whether you’re heading back to school, perfecting your gaming setup, or building your home office, our product experts are pros at finding products that make your day-to-day way easier. Book a product meeting >
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Microsoft Business Consultations
More Casual
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Microsoft Business Consultations
More Professional
Sit back, relax, and get expert solutions. With our virtual meetings, you can get tech advice right at home.
Sit back, relax, and get expert solutions. With our virtual meetings, you can get tech advice right at home.
Your couch is the best place to get tech advice. Book Now
*Image would show product expert in uniform.
Your couch is the best place to get tech advice.
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Microsoft Business Consultations
Back-to-school personal shopping is way better than regular back-to-school shopping. Book a virtual appointment.
Take your gaming setup to the next level with Microsoft’s virtual personal shopping appointments.
Take “go to Microsoft” off your to-do list and book a virtual personal shopping appointment instead.
Thank you.