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New Microsoft ads: 'It's Everybody's Business'

A new release on Microsoft's site notes that their new ad campaign proclaims that enterprise software is "everybody's business" and "empowers people to make an impact."The campaign spots, which were dispersed in a mix of television, online and print, use audio interviews with executives in leading companies worldwide, presented through animation, to illustrate how companies use technology to solve business problems, seize opportunities and ultimately, make themselves more competitive.
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Written by Andrew Nusca on

A new release on Microsoft's site notes that their new ad campaign proclaims that enterprise software is "everybody's business" and "empowers people to make an impact."

The campaign spots, which were dispersed in a mix of television, online and print, use audio interviews with executives in leading companies worldwide, presented through animation, to illustrate how companies use technology to solve business problems, seize opportunities and ultimately, make themselves more competitive.

In other words...."I am a (business) PC, and proud of it."

The release largely consists of a Q&A with the company's general manager of its Advertising and Customer Engagement Team, Gayle Troberman, in which Troberman explains the strategy behind the ads.

Key points:

  • Microsoft's view is that business leaders who maintain a long-term perspective — even as they take short-term steps to adjust to the current economic realities — have the chance to emerge from a downturn in a better position than they were before.
  • Some of the ads are very specific about the toll of a down economy on business, and how software and IT can help.
  • This is a business-to-business campaign aimed at business and technology decision-makers, whereas the Windows campaign is very much focused on consumers. People may want to compare the two campaigns, but they target different audiences with different messages, and completely different approaches.
  • Ultimately we wanted to communicate that the essence of business is personal – and that everyone plays an important role. Never before has that been more true.

(You can read the full release here.)

Clearly, when it comes to business, Microsoft is still embracing the idea. Apple may take shots at Microsoft for being a buttoned up cubicle troll, and the company is certainly fighting back with the "I am a PC" Windows campaign. But quietly, Microsoft is still courting its strength: corporations.

What do you think? Is this a smart strategy?

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