Gravitating towards customer-focused creative, used for its recent Windows 7 and Kin launches, Microsoft this week is breaking a $80 million campaign celebrating early adopters of Office 2010.
The push, via WPP Group's JWT in New York, is themed “Make it great.” One ad features “Nanani P,” a student, who uses an Office program called One Note to make reports for school.
Another Office 2010 user, Aaress Lawless, the editor of women’s tennis magazine OntheBaseline, is shown in a print ad holding a tennis racket, as copy explains how she uses PowerPoint 2010 to add testimonial videos to her presentations.
In addition to TV and print, the global campaign also includes flash mobs featuring participants sporting Office’s distinctive orange hue.
The campaign comes as the Office 2010 suite, which ranges in price from $119 to $499, competes with free, Web-based productivity software programs from Google and even Microsoft itself. Nevertheless, Rob Enderle, president and principal analyst of Enderle Group, said Office 2010’s biggest competitor is likely to be previous iterations of Office. “[Microsoft] has the unhappy process of making people dislike the older product and they have to kind of disparage their own,” he said.
To quell doubts about the expense, Microsoft has returned to a customer-focused approach it used for the launch of Windows 7. Those ads, from Crispin, Porter + Bogusky, spotlighted users whose input had improved the beta version of the product, and carried the tagline: “I’m a PC and Windows 7 was my idea.” Similarly, a campaign for Microsoft’s Kin intro, from agencytwofifteen, also featured a consumer, in this case, a woman named Rosa Salazar, whose various Facebook “friends” were investigated to underscore the fact that some friends were a lot closer than others, and thus, deserve to be more prominent on her mobile updates.
Enderle said that the Windows 7 campaign had a good response, so: “It’s not uncommon to reuse a formula that worked before. Why take the risk?”