The much anticipated Microsoft ads (part two) earn a big FAIL from the general public and bloggers alike.
With hundreds of millions in their marketing and advertising budget, it’s amazing that their recent “I’m a PC” ads were not better.
The new ads may be a simple case of a company scrambling to REACT to the popularity and buzz of Apple’s ads, while responding to criticism of the Bill Gates and Jerry Seinfeld ads. But the problem here is not necessarily in their reaction, but in their lack of PROACTIVE advertising.
A major problem with Microsoft is the general perception of their products and the fact that they have not clearly established their brand persona. Sure, they have 90% of the market and everyone knows who Bill Gates is, but what does that really mean? Mac users may only hold about 10% of the market, but with that, they have an almost cult following and top influencers. From Dan Lyons (aka “fake Steve Jobs“):
Apple users tend to be the kind of people marketers refer to as “influencers” or “tech elites,” the in-the-know folks who adopt the coolest new technology and set trends. Apple’s highly effective “I’m a Mac” ads have done a great job of positioning Apple as the machine for hipsters, and Windows-based PCs as the choice for dorks. Remember how AOL used to be cool, but then became the service used only by people who didn’t know any better? Microsoft is heading down that path.
Why Apple Works
Apple’s ads work for two reasons that complement each other.
- They have an established persona and brand.
- The ads are clever and hip, but at the core address key issues and frustrations with PCs that consumers can relate to.
People identify with Apple products. iPods are commonplace, iPhones are coveted, and the products are easily recognizable. Users and prospective buyers can go to a store and test out products. (Although Microsoft is said to be contemplating a store of their own.) The iPod and iPhone you already own are more compatible with a Mac than a PC. Your Mac can also work with Microsoft Office and is compatible with other devices (digital cameras, etc.), where varying operating systems on a PC may fail.
Microsoft is often simply uploaded to a PC and delivered to you. You may have multiple OS versions running on home or work computers. Vista at work and XP at home leads to quite a headache. Not only that, but there are multiple OS versions to choose from. Apple is simple. Apple is compatible. And hey, Apple is “cool”. Macbook Air anyone?
(Photo credit: The Mac Lawyer)
Why should people use PCs when they are not shiny and new, unreliable, incompatible, and difficult? Mac offers sleek designs, features that are compatible and the “cool” factor. It’s a product problem, easily addressed with Apple’s jabs at PCs being difficult to use.
We thought these ads were supposed to tell people why Window’s isn’t wack, but they don’t even mention Microsoft or Windows, let alone any of its features. WTF? Who cares if astronauts and animal trainers use it? You’re supposed to be telling the people who want to look cool with a Macbook why they should stick with Microsoft.
Microsoft’s New Ad Campaign
The main problem with Microsoft’s new ad campaign is that it only addresses the first part, a clever people pleaser, and ignores the critical second part addressing key problems users have with PCs.
Microsoft does attempt to mirror the snarky creativity (and even Mac tools) of Apple’s ads, but does not have the bite of Apple. In fact, it’s hard to figure out what the point is of “I’m a PC”. From the Inquisitr:
There’s no angle other than normal people use PCs, there’s no PCs work, PCs are reliable, Vista doesn’t suck, Microsoft is cool message….yet.
Another problem is that the new ads are clamoring for change while keeping the same formula. Saying that your product is “different” while piggybacking on past campaigns from Apple (and maybe Coke with a “we are the world” feel) doesn’t leave a fresh taste in your mouth. Maybe Microsoft does need to invest in something moist and chewy like cake.
One positive point for Microsoft, according to Sizlopedia, the ‘I am a PC’ campaign is much more interactive than other ad campaigns in the sense that it allows users to make their own ‘I am a PC’ video and upload to the official Lifewithoutwalls site. Even so, the videos are open for parody, which is both good and bad. People are definitely talking about the ads, even if the talk is overwhelmingly negative.
What Now?
Microsoft could have copied the vibe of Apple’s ads while still addressing the perceived product problems. For example, if Microsoft wanted to portray themselves as reliable, trustworthy and familiar, why not set up a “date”? Channel the good energy from this ad of the “advertiser vs. consumer“…
Picture this potential ad:
- Girl meets Guy #1 (“Apple”) for date. Guy is hipster. Cool. Talks a lot. Speaks in slang terms and unidentifiable jargon to be trendy. Has fancy technology, always talking or texting on iPhone. Not listening to her. Speeds off in flashy car. Lame “point and shoot” goodbye with a wink and “I’ll call you”.
- Girl meets Guy #2 (“PC”) for date. Guy picks up girl right on time. Opens the door for her. Pulls out her chair. Asks her questions. Shares a funny, personal story. Makes her laugh. Listens to her. Drives luxury but sensible car.
- Girl on phone with girlfriend saying “I really like “Guy #2″. He’s reliable. Smart. Just what I’ve been looking for. We’re just…compatible.”
From that example, what picture of Microsoft are you left with?
Microsoft needs to stop following and start leading. There’s great value in the brand already, it just needs a soul.
ooo, I like the ad that you proposed with the two dates! Jeremiah Owyang also recently blogged about how Microsoft could win the PC/Mac battle here with some more interesting comments and ideas: http://www.web-strategist.com/blog/2008/09/19/how-microsoft-can-win-the-pcmac-campaign/
I agree with a lot of your points Larissa but not all of them. Microsoft does have their brand identity in that they are reliable and standard, almost the way you can compare Ohio St to USC (sorry if the college football reference is confusing). But work in different ways and Microsoft doesn’t have to be considered “cool” to be successful. With their software running on so many different computers and brands, they simply are making more than enough money to warrant them to be proactive in the way Apple does. I know Apple was cool with the AirMac, but from what I’ve read it’s terrible.
I personally liked the Seinfeld/Gates ads and thought they were quirky enough to watch a few times. To be honest those Mac adds have been irritating me more and more. Either way, bad publicity or not, bottom line is there was a lot of talk about Microsoft’s commercials which is what they want overall. I don’t think they should address weaknesses in commercials, they should do that online and in improving their products.
By the way I love Apple and am a Mac owner. I think Microsoft utilizing a potential Microsoft store will help out a lot because personal service can’t be beat. I just don’t think that Microsoft has to copy everything Apple does for them to be successful.
Craig
http://www.budgetpulse.com
The new ads work for me, and probably a lot of other people who like PCs, don’t need to be sold on them, and are just tired of the Mac Cult of, “I’m cool and you’re not.” I do hope that Microsoft will lead more in the future, but I think these ads hit home for a lot of PC users who are just regular people and resent the attitudes of the tech elite.
Personally, I thought the Mac ads were clever at first, at this point they have become patronizing. John Hodgman as PC has gotten continually more ridiculous as Drew Barrymore’s boyfriend has become more and more smug.
I am not a mac user, and have never been, but I would certainly never dismiss Apple products (as they are certainly high-quality) and have many friends that use (and love) their Apple products.
The biggest problem I have with the Mac/PC commercials is that they are not representative. I love my PC (which is a stupid moniker in that it stands for personal computer, which describes Mac equally well) and you know what, I hate doing spreadsheets, I don’t read GUI interface manuals and have never owned a pocket-protector. The Mac/PC Ads have degenerated into embracing the stereotypes that make me dislike mac evangelists.
Personally, I like the new MS ads.
The Jerry and Bill commercials were just so unfunny — I don’t how any one thought otherwise there at Microsoft or the ad agency. But then a lot of comedies are made that aren’t funny but they are still made. I want to see the focus group cards on those that previewed those — could a focus group people really find it good?
I like the I’m a PC series more — I do think it helps their image but it is hard to take a bit out of Apple.
Microsoft’s problem with these new ads is that they’re trying to beat Apple at its own game – the computer as a symbol of personal expression in one, and elegant user interface in the other. ‘Me-too’ is typically not an effective strategy. What about simply pointing out the heavy premium Mac users pay? Why not point out how white headphones are the hipsters’ equivalent of the politican’s American flag lapel pin? Why not highlight that there are exponentially more programs built for Windows than for OSX (even if the average consumer only uses 5 of them….)
http://www.brandculturetalk.com
There are definitely better ways to go about it, and we’ll have to wait and see which tack future ads take. There are certainly many things about Windows based PC’s that make people prefer them over Mac PC’s, cost, expandability, available software, etc… and I would like to see MS cover those in future ads.
Your commerical idea totally ROCKS! Buying electronics these days is like online dating. Good profile and HOT pictures gets quick conversion but by the 3rd date bugs appear and a new iMate is on the market for software update by Q3. At the end of the day sustainablity and ROI matters a lot more.