Our client Microsoft asked us to integrate QR codes into their Surface Earbuds packaging, making it more compact and eliminating the printed user guide. Explanatory iconography instead of text instructions reduced localization needs and saved space while providing maximum global effectiveness. It also enabled customers to be directly connected to the relevant app store for the set-up apps – a faster, simpler, more dynamic user journey. We then localized the Surface App and Surface Audio App, which complement the Surface Earbuds, across the Microsoft Store, iOS and Android. Users can now customize their experience of Microsoft’s laptops, tablets and earbuds, enhancing their brand journey, and building engagement, loyalty and advocacy worldwide. A sustainable solution that benefited from optimal efficiencies.