It’s Everybody’s Business by Microsoft Ads

Microsoft is now running new advertisements that are cheaper than their previous $300 million dollar Windows Vista campaign budget but supposedly more effective which targets businesses and their bottom line benefits.

As described on Microsoft’s website (here which includes the initial video campaign):

A new wave of advertising from Microsoft launched this week, offering a fresh look at a range of technologies designed to empower people to drive the success of their businesses.

Using the theme “It’s everybody’s business,” the campaign includes a mix of television, online and print. The spots use audio interviews with executives in leading companies worldwide, presented through animation, to illustrate how companies use technology to solve business problems, seize opportunities and ultimately, make themselves more competitive.

As general manager of Microsoft’s Advertising and Customer Engagement Team, Gayle Troberman leads the teams that create Microsoft’s advertising concepts across its products and services for companies. To get more on the new campaign, PressPass spoke with Troberman last week.

PressPass: What is the focus of this new campaign?

Troberman: The campaign is designed to demonstrate how companies can drive business success by empowering their people with the right technology. Microsoft provides a range of technologies for our business customers that allow people to do more — to collaborate more, to innovate faster, to be more efficient. Our first business campaign worked well in getting people to understand what they can do with software, but with this campaign we’re taking that a step further and getting more specific about how the products empower people to make an impact. The campaign tagline, “because it’s everybody’s business,” highlights the fact that everyone in an organization is responsible for a company’s success, and the right solutions in the hands of the right people help companies win.

Microsoft has lost it’s focus when they launched their $300 million dollar campaign which aimed to look hip and cool to compete with Apple; but the truth is, Microsoft is making lots of money from enterprise and businesses. By focusing on the bottom line benefits, Microsoft is taking the competition back to their strength and territory – businesses.

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