After decades of crappy ads, Microsoft (NASDAQ:MSFT) seems to finally have struck gold with its new ad campaign playing upon the price difference between the PC and similar Apple (NASDAQ:AAPL) products. In an interview in Brandweek, the general manager of brand marketing at Microsoft, David Webster, states that recent Microsoft marketing has enjoyed a recent 10% lift in preference for Windows PCs over Apple computers.
The clever ads follow 'real consumers' who are given $1,000 to buy a laptop, with the understanding that they can pocket any money left over. Since the Mac starts at $999, the results were preordained. More troubling for Apple, as pointed out by Daniel Lyons in Newsweek, is that one ad in particular undercuts the hip image of the Mac user. Lauren is an appealing, very cool young lady who opines, "I'm just not cool enough to be a Mac person." This message resonates particularly well in contrast to Apple's long-running "I'm a PC" ad campaign.
Another ad, featuring a young man named Giampaolo, reaches out to computer geekdom with less success. Techies who have drunk the Apple Kool-aid are über-loyal.
Lauren has been outed as an actress, causing many to suspect the ad was scripted. Microsoft denies this. Regardless, the ad's price-centric message may play well in the face of the recession. The company is already benefiting from the boom in netbooks, most of which use Windows. Apple has yet to join that party. It's not like Steve Jobs to miss such a trend.
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Reader Comments (Page 1 of 1)
4-08-2009 @ 3:23PM
Warren said...
"More troubling for Apple, as pointed out by Daniel Lyons in Newsweek, is that one ad in particular undercuts the hip image of the Mac user. Lauren is an appealing, very cool young lady who opines, "I'm just not cool enough to be a Mac person." "
So the message is, "If you're uncool, buy a Windows machine".
Oh yeah, Apple better look out now.
4-08-2009 @ 4:57PM
Josh said...
If Microsoft gave me money to go buy a laptop with and I got to keep what I didn't spend... ummmm... I would be just as happy as Lauren.
This ad is as good a set up as the Mojave Experiment was.
(Caveat: I do agree that Macs are expensive.)
4-09-2009 @ 10:47AM
Beltway Greg said...
Considering that MSFT trails Apple by about 700% in regard to stock performance over the past five years it better start taking a bite out of something. It's odd but understandable that MSFT touts price because it really has nothing else over Apple. How soon are you going to have to replace that MSFT based machine and how much will it cost you over the life of the product? I used both and I've yet to encounter a problem with my macs. At work it's a different story with the Windows based operating system.
And kids, how about that Vista? Did they sell you that piece of crap? Here's the situation. Windows is a balkanized corporation and Apple is open and alive.
And in regard to the ads? Please. Apple ads poke fun at the stodgy closed minded corporations. And remember, the Yugo was pretty cheap too.
Innovation=Apple. Stagnation=Microsoft.
4-09-2009 @ 11:51AM
Colin Hoops said...
THEY ARE NOT REAL CONSUMERS!!!! Not saying that they're not good ads (long time mac-user/fan here), but lets keep it real...they are BOTH actors, the whole thing was staged, there is nothing real there.
4-09-2009 @ 12:53PM
Beltway Greg said...
And since April 3, 1995 Apple has out performed MSFT by 1000% Good luck go long suckers and while you're at it invest in SKF and follow Timothy Sykes.
4-09-2009 @ 2:27PM
jeff_windows_team said...
Actors or not, they still see the same prices when they walk into a Best Buy or Apple store.
Here is a link to the Giampaolo video as well: http://www.youtube.com/watch?v=mRF9-5itZA4
-Jeff
Windows Outreach Team
4-09-2009 @ 6:09PM
Beltway Greg said...
Is the "Windows Outreach Team" something that's legitimately connected to MSFT or do you volunteer for it? Perhaps it's an NGO funded by the IMF or maybe you get little boxes from MSFT and trick-or-treat for it during Halloween? When a family moves to the community do you stop by and drop off some soup and one of those ergodynamic wrist rests affixed with the Microsoft logo?
4-09-2009 @ 9:16PM
Jessy Scholl said...
Sorry to burst your bubble, but I would consider MACs to be an investment. You can pretty much take that to the bank. If not, MACs are in much better condition than Windows based machines and the next group of MAC vs PC ads will prove that point.
4-13-2009 @ 4:51AM
Obvio Capitao said...
It seems that Microsoft is shooting itself in the foot, which these ads.
Microsoft is positioning itself as "cheap" -- leaving the "cool" segment to Apple.
But it doesn't matter if Microsoft gives Windows away for free -- we're about to see a surge of Linux/ARM netbooks that will cost around $200 and boost 15 hours of battery life.
So we will have:
A) Windows/Intel: 3 hours of battery life; $400
B) Linux/ARM: 15 hours of battery life; $200
What would you choose?
4-10-2009 @ 7:07PM
Beltway Greg said...
Price? Hmmm. Motel 6 is cheaper than the Four Seasons. McDonalds is cheaper than Chez......in your town. A Kia is cheaper than a Benz but I have a 1988 Benz with 210K that my mechanic says will easily go another 100K. Potato chips are cheaper than truffles. And lastly Paris Hilton is much cheaper than your....well maybe not. I guess not everything is analogous.