There's been a lot of talk about this new campaign from CP+B and what it's doing for Windows Vista...I personally don't find anything engaging about the spots: I'm not pulled in, I'm not intrigued to find out more, I don't want to talk about them - it's just another commercial in the commercial pod in-between programming.
but...
What I think is happening is the spots are encouraging those people who do have Windows Vista to talk about it. The spots are totally targeted at them, to incite them to think about WHY in fact Vista works, what they like about it, what the whole "shtick" is about. The spots incite them to think about the product and most likely they feel like they're part of an inside club which is inherently the point of any product and/or brand. To support my hypothesis: after using his laptop last night (with Vista), my boyfriend said: "I don't know what the negative hype is all about, I really like it. It's sweet."
Monday, September 15, 2008
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I've been thinking about it in terms of the "inside club" goal also. I mean, sure people talking about MS is worthy and all, but I'm pretty sure CP+B has long ago figured out that on a strategic/branding level MS needs a lot more. Apple users absolutely feel like they're part of a club, so I've basically been wondering: what would that Windows club look like? Is it that group that gets the go-nowhere, how-is-this-relevant? dialogue that's getting all the negative hype we've been hearing? What your boyfriend said could seem to point somewhere in that direction. Any thoughts?
Had another discussion this morning with a strategist here: we're thinking CP+B totally played with the fact that America thinks MS stands for....? The briefing probably went something like this: we know people will be expecting something big; we want the reaction to be 'what the f**k?'; personality should be harmless and blah. Because we all expect so much from the campaign, CP+B's strategy was to say "no, we're not going to give it to you" and this contradiction will in fact get us to talk more than an Apple-like campaign would. if you're competition is on one end of the spectrum, you've got to go to the other side. pretty interesting...is this just my strategic brain backwriting what i wish was discussed in the CP+B boardroom OR is this in fact, what happened?
are these spots on the TV? or do they just live online right now? i haven't seen 'em on tv yet. methinks MS is warming up the PC-users, getting them to smile and laugh w/them, and then doing some big reveal on traditional media. my pc-tech buddies found these humorous, even more than than the latest batch of Apple vs PC-guy spots.
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