Microsoft just broke their new three hundred million ad campaign -- designed (I presume at some point) to sell more PC's by creating a more favorable impression of Microsoft's Windows operating system. Well, I don't get it. The spots are humorous. It's fun to see Jerry and Bill side by side. But they're actually kind of boring (reinforcing the image Microsoft is trying to dispel). And don't get how it's going to move the sales needle when Microsoft equals Vista – the enemy of all who work on the PC.
Imagine what good health+ healthy lifestyle brand marketers could do with $300MM.
Imagine you did. What BHAG's (big hairy audacious goals) would you set out to achieve. Now open your eyes, but don't let reality set in. How could you achieve these same goals with available resources. How can you be more insightful about your audiences (and your audience segmentation), more creative about what you provide that others don't, and more imaginative about your tactics? Just a thought.
It all depends on the goal - there are different ways to define good advertising. Agreed, it's likely the campaign didn't how show trackable results, but let's face it, it made an impression. It got people talking - around the water cooler - around the dinner table... everyone seemed to know about it. So in terms of brand awareness, they hit this one out of the park. And it made me like Microsoft more. It made me think differently about it - a brand I wouldn't normally consider. And normally I wouldn't have talked about Microsoft. But I did. And it looks like I still am...
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