nine The Windows Phone—escape information overload
October 11, 2010 § Leave a comment
Twitter is abounding with talk of the new Windows Phone ad campaign with a release planned for today. Will the ads work?
As I see this new campaign by Crispin Porter & Bogusky, I wonder what Microsoft is really trying to tell me. It seems like they are advertising a phone that I will NOT want to look at. They have many “feature videos,” in which a friendly voice describes how to use the phone, which will maybe appeal to that generation trying to avoid new technology but failing miserably, maybe they will think it’s finally a user-friendly phone. The funny part is, phones have used voice commands to call people, very successfully for the last five years—is this really anything new?
Maybe this phone is perfect for those of us wanting to return to real life and use our phone to help with that, rather than create a whole new cyber-life. I’m psyched to see what effect this campaign will have on Windows Phone sales.
Either way, Microsoft is really sticking to their brand in line with their “I’m a PC” and “Windows 7 Was My Idea” ads. They are counting on that loyal customer base, those people who don’t want to spend twice as much on Apple products. The people who don’t want to conform to the Apple pop culture wave of the iPad and iPhone. But will those non-conformists be the same consumers who want to live in real life? If living in the small hipster colony of Eugene, Oregon has taught me anything, I’m thinking they are the same people, but we’ll just have to wait and see.
For more information, check out Advertising Age at adage.com.