Microsoft repositions Apple: Does the new campaign work?

An interesting new campaign from Microsoft attempts to reposition Macs. The approach is quite interesting – someone is given a fixed sum of money to buy a laptop that they need. They look at Macs but find that PCs are better value for money. All this while damning Macs with praise. “I guess I’m not cool enough to be a Mac person”, “This is so sexy! But Macs to me are about aesthetics more than computing power”.

Time will tell if this approach pays off for Microsoft and HP, whose laptops seem to be the ones that are getting bought in these ads. But it’s certainly an interesting approach and timely given the recession.

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1 Comment »

  1. […] are the agency that developed the recent Microsoft campaign and Bogusky’s explanation of their approach is  interesting: When we started working on this […]

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