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New, Windows WTF.

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This campaign could turn into something pretty good. First of all, everybody's talking about it now. It's easy for Apple to do a "Mac vs. PC" attack campaign from their market challenger position, but Microsoft can't do that and they can't run a campaign too focused on features either because that'y not their only target group. Also, being cool or sexy has never been part of MSFT's strategy.

From TechCrunch:

In an email we’ve obtained from Microsoft SVP Bill Veghte to all employees, he talks about the goals of the campaign. The overall goal is to inspire consumers and “tell the story of how Windows enables a billion people around the globe to do more with their lives today.” This first phase, he says, “is designed to engage consumers and spark a new conversation about Windows – a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity.”

I think they're on to something. This time they've hired a top ad agency, Crispin, which has revived some brands before (Burger King, Mini). Anyways, I don't understand sure why MSFT needs a marketing campaign anyway. Those who already have MSFT software won't need more of it and those who don't already moved on because they got sick of MSFT software.

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