Microsoftの広告戦略は「消費者の懐に飛び込み、対話を巻き起こす」―第1段階、開始

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$300M(3億ドル)の予算でコメディアンのJerry Seinfeldを起用したMicrosoftの新しい広告キャンペーンが今夜(米国時間9/4)スタートした。残念ながら、ギークやテクノロジー業界関係者にはさして感銘を与えていないようだ。大部分の内容は直接の広告ではなく、最後の方でMicrosoftについて一言触れらるだけだ。Appleが昨年流した「Microsoftさん対Mac君」の才気煥発な広告にはとても太刀打ちできていない。

で、MSとしてはどういう狙いなのか? われわれはMicrosoftの上級副社長、Bill Veghteが全社員宛に送ったメールを入手した。彼はこのキャンペーンのゴールを次のように説明している。「全体としてのゴールは現在、Windowsが文字通り世界の何十億もの人々の生活を能率化している事実に、”消費者の意識を惹きつけることにある。そして消費者の懐に飛び込み、新たな対話を巻き起こしたい。この対話はキャンペーンの進行とともに発展してゆく。ただし、常に人情味とユーモアを忘れないようにしたい。

現在の広告は、Microsoftを消費者に再認識させるキャンペーンのほんの手始めにすぎないとVeghteは言う。今月後半から、キャンペーンはさらに進化する予定だそうだ。MS製品の内容への言及を始めるという意味だろうと思う。

少なくとも、この広告キャンペーンが話題の的にはなっているのは間違いない。Veghteのメールの全文〔英文〕を下に掲載した。


From: Bill Veghte
Sent: Thursday, September 04, 2008 5:37 PM
To: Microsoft – All Employees (QBDG)
Subject: Telling the story of Windows

Since it first launched nearly 25 years ago, Windows has been one of the most successful products in the history of the high tech industry. As we set our sights on the next 25 years, it is essential that we deliver incredible offerings on a great platform. We must also tell the story of how Windows enables a billion people around the globe to do more with their lives today. We must inspire consumers with the promise of what Windows uniquely makes possible across the PC, phone and web.

Telling our story means making significant investments to improve the way consumers experience Windows. To that end, we are focused on making improvements at practically every consumer touch point, from the moment they hear about the Windows brand in our advertising to how they learn more about Windows products online; from how they view Windows and try it at retail to how they use the entire range of Windows offerings – Windows Vista, Windows Mobile and Windows Live – across their whole life.

Today, we are kicking off a highly visible advertising campaign. The first phase of this campaign is designed to engage consumers and spark a new conversation about Windows – a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity. The first in this series of television ads airs initially in the U.S., and it aims to re-ignite consumer excitement about the broader value of Windows. The first television spot aired on NBC during the opening game of the NFL season and will be seen throughout the evening on various primetime programs. Worldwide, you can view this first TV spot at http://msw.

This first set of ads features Bill Gates and comedian Jerry Seinfeld. Think of these ads as an icebreaker to reintroduce Microsoft to viewers in a consumer context. Later this month, as the campaign moves into its next phase, we’ll go much deeper in telling the Windows story and celebrating what it can do for consumers at work, at play and on-the-go. At that time, I’ll be back to share more information about our plans to further strengthen the bond between consumers and Windows – one of the most amazing products, businesses and brands of all time, and, with the right tenacity, passion and agility from all of us, a story that has many great chapters to come.

[原文へ]

(翻訳:Namekawa, U)