Magazine article Marketing

Microsoft Targets Top

Magazine article Marketing

Microsoft Targets Top

Article excerpt

Computer software giant Microsoft is launching a multi million pound corporate branding campaign to prove that it -- not IBM -- is the industry's leading player.

The |pounds~3m TV and press campaign -- produced in the UK by Ogilvy & Mather (O&M) -- breaks next Monday (October 19), but on past form it could run internationally. It is the first time Microsoft has advertised on television.

The commercials feature ordinary people doing extraordinary deeds -- such as a granny performing a perfect exercise on the parallel bars -- to engineer the message that Microsoft "makes it easier". O&M's slogan has already been adopted for use in the US.

"With the comparative demise of IBM there is a vacancy for industry leader," says marketing director John Leftwich. "If anybody can take that position it should be Microsoft. We can achieve real industry leadership and status."

The new campaign is aimed at the widest audience possible in keeping with Microsoft founder Bill Gates' mission "to put a PC on every desk and in every home". …

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