Banner Image

Microsoft goes for good looks

Article from: 
Fri, 20/05/2011 - 15:12
Ted Marzilli

Microsoft’s new Windows ad campaign has boosted its consumer perception with US adults and caught up with Apple during a vulnerable time for it in the wake of its “LocationGate” privacy scandal.

Microsoft’s new round of “I’m A PC” ads, made by Crispin Porter + Bogusky, are the first since the 2009 “Laptop Hunters” series which caused the company’s Value perception to overtake Apple, according to BrandIndex data.

Launched on May 9, the new campaign goes after Apple’s “looking cool” reputation, by using the lure of wide variety, having real couples pick among an eye-popping assortment of PC’s from different manufacturers. As one woman quips in an ad, “So there is no tower anymore?”

After Microsoft put the ads out on all major TV networks, the company’s Buzz score rose from 18.9 on the date the campaign started to a peak of 30.5 a week later, passing Apple’s score in the process. The two brands are currently neck and neck with Apple at 28.9 and Microsoft at 27.1, the latter still several points above where they were before the campaign broke.

Microsoft and Apple were measured using YouGov BrandIndex’s Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, was it positive or negative?"

Microsoft and Apple's Buzz scores
Microsoft and Apple's Buzz scores
People Illustration