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neila · Apr 18, 2005, 06:04 AM

Even though Windows XP has been on the market for more than three years, Microsoft is hoping a new advertising campaign will "start something" when it comes to enthusiasm for the operating system.

The advertising campaign, which will last for 15 months, is designed to showcase all the things Windows can do. The company is also gearing up to celebrate the 20th anniversary of Windows' debut.

"As we enter the third decade of Windows, the 'Start Something' campaign celebrates how people can follow their dreams and pursue what they are passionate about--from creating an in-home music studio to starting a new business or becoming the family photographer," Senior Vice President Will Poole said in a statement released late Sunday.

The campaign which will launch In 11 countries with online, print and television ads, will try to play up Windows as the start to many things. The ads will have messages like "Start something curious," "Start discovering lost cities" and "Start feeding your brain." In all, Microsoft said there are 51 TV spots, 39 print ads and 250 online advertisements.

Given its time frame, the "Start Something" campaign will serve as a run up to the debut of Longhorn, the next version of Windows, which is set to go on sale by next year's holiday buying season. Jim Allchin, the head of the Windows unit, said in an interview last week to expect a massive ad push for Longhorn as well.

A beta, or test version, of Longhorn is slated for this summer; developers will get an updated preview version of Longhorn at next week's Windows Hardware Engineering Conference (WinHEC) in Seattle.

The new ad campaign also comes as rival Apple Computer prepares to launch its next operating system--Mac OS X 10.4 Tiger--which goes on sale April 29.

Link

Sounds like Redmond turned on their copiers

Zimphire · Apr 18, 2005, 06:07 AM

Yeah the last line is what it is all about.

Tiger's release.

MS is caught empty handed, and is using old Material hoping no one will notice.

Hoping people will confuse Tiger with MS launching this, and think Tiger = XP.

Typical MS tactics, taking advantage of the stupid.

zerostar · Apr 18, 2005, 06:19 AM

Sadly, they have enough money to throw at advertising where people will be like "wow Windows XP, this thing is great!" hahaha

Perhaps Apple can show the longhorn in the pasture or some really slick campaign that will stick.

neila · Apr 18, 2005, 06:47 AM

The current Microsoft ads on T.V. already make me

but I can't remember if they use the word innovation or inspired. Apple are the ones who continue to innovate not Microsoft. To me Microsoft has only innovated the blue screen of death and inspired me to throw my old pc laptop repeatedly against a wall which is why I switched to Mac OS X on June 4, 2004. And I have been in love with my PowerBookG4 since that day.

Randman · Apr 18, 2005, 07:34 AM

M$: If you think Apple's new OS has some neat features, you just wait until 2009. ... Or 2010. 2012 at the latest. But you just wait to see what's coming from Redmond. We've got more than security packs up our sleeves. Really. We do. You'll see.

Wait. Don't go.

ajprice · Apr 18, 2005, 08:09 AM

Yeah, MS need to advertise Windows XP, there is hardly any recognition of Windows, very few users, and not many PC makers taking it up as the OS on their systems. Last time I asked someone if they use Windows in their office or at home, they said yes, usually in the walls to let the light in from outside, thats how much people know about Windows. I'm surprised they've got the money to do it!.....

Oh hello doctor, yes, I've been here all the time, the leprechauns made me. Have you come to give me my medication now?

mitchell_pgh · Apr 18, 2005, 08:13 AM

The thing is... Microsoft isn't offering much to the end user. I realize Longhorn will have a few cool tricks under the hood, but to the end user, that doesn't mean anything.

At least Apple makes their updates have something new.

iCol · Apr 18, 2005, 08:29 AM

Yeah, this is the problem. Microsoft has the money to throw at a huge advertising campaign. However, Apple is sitting on a cash-pile of over $9 billion... surely it could leverage some of that spare change to advertise something other than the iPod for a while.

I have long said Apple shouldn't bother advertising their individual computers (consumer models at least), but should focus on advertising their OS. An advert for Mac OS X with a nice big "www.apple.com" at the end would work beautifully. Just show how fluid and gorgeous the X user interface is, show Safari, MS Word, Photoshop, iLife... Show people why we love using our Macs. The Halo effect from the iPod is all well and good, but come on, it needs supporting by actual advertisement. Mind-share, people, mind-share! There are plenty of iPod owners out there who have no idea Apple make Macintosh computers!

Another advertising idea I had for apple was to do with the iPod. Your iPod is off, and you turn it on to play some tunes. The first screen you see is wherever you left off last. How about having a splash screen which lasts for like 1 or 2 seconds every time you turn on your iPod, with a nice big Apple logo and "www.apple.com" underneith. This would maintain targeted and sustained advertising to the 4 million or so iPod purchaser every quarter...I dont think I would mind seeing an Apple logo a few times a day when I wake up my iPod. Maybe some people would though, I guess there could be an option to turn this off.

Apple are doing so well at the moment, why not use some of this extra revenue to actually start spreading the word? Or maybe Apple don't want to get too big for their own boots... However, the Mac Mini would suggest otherwise. Apple are being aggressive when it comes to their computer products, but completely complacent when it comes to their advertising, almost as if people don't need to be informed. The problem is, not every Apple customer reads boards like this, or has a look at the Apple website at least once a week...

C'mon lads...

James L · Apr 18, 2005, 10:11 AM

I honestly doubt M$ latest marketing campaign has much to do with Tigers debut at all.

As much as we love our Macs, and hope Tiger will rock, 95% or so of the computer using world doesn't know that there is a difference between a Mac and a PC, or that Macs are still around, or what they can do, etc.

I put the fault on this firmly on Apple's shoulders for not advertising their own product enough, but in the grand scheme of things Apple is not a competitor to M$'s bottom line in a significant way at all really.

M$ is fudging up Longhorns development and continually bumping back its release date. I would bet they are launching a large PR campaign to keep their products name in the public eye due to their own stagnation and ineptitude... not because they view Tiger as a threat.

For all the amazing updates Apple could throw into a new OS, it will go completely un-noticed by the vast majority of computer users... only Apple users and those that receive the halo effect from us, and maybe a few who read reviews in a paper or generic magazine, will know about it.

Sad, but true.

videian28 · Apr 18, 2005, 10:32 AM

you can't polish a turd

but you can dupe people into thinking it's not a turd I guess

Marcus Karlsson · Apr 18, 2005, 10:34 AM

In an interview, Microsofts vice president for Windows, Will Poole says that Windows is the eco system of opportunities.
I just have to agree with him. Every eco system is full of bugs and viruses, so are Windows too.

Garage81 · Apr 18, 2005, 10:42 AM

i think they should leverage mcdonalds advertising campaign: "im lovin it"

and use hackers, spammers, and virus writers in the campaign:

hackers spammers and virus writers: "windows xp, im lovin it!"

money? i think so.

ghporter · Apr 18, 2005, 10:59 AM

While Windows is very well recognized by just about everyone on the planet, all the things the user can do with just the OS are pretty well mysterious to most users. MS did a great job of making this happen; they got The Rolling Stones to tell the world how to "start" a program, but then didn't tell anyone what comes with the OS. AND!!! And they didn't bother to make sure that all PC vendors provide the same set of basic apps preinstalled, so there's no telling what functionality you get when you turn on a brand new PC-except for all the crap the vendor puts on it themselves. XP is much better than 95 or 98, and does even more, but did they bother to tell you what comes with the OS this time? HA!

I've been a Windows user since 1985, and yes, I'm frustrated. I ALWAYS reformat a new computer's hard drive and install Windows clean-with all the built ins that I want installed-because you cannot trust a vendor not to crud up an otherwise great PC with their "bundle" crap.

Garage, why do you think that hackers, crackers and spammers are punks? I know some pretty savvy punks and they dispise Windows-and hackers, crackers and spammers as well! Remember people, the only reason Windows is so thoroughly targeted by these bad guys is its market penetration-more nasty "bang for the hacking buck" potential. There are no doubt holes and buffer overrun flaws in some parts of OS X (though since it's so modular these flaws won't be as serious as monolithic Windows' similar flaws), and eventually some bright codekiddie will make a name for himself by writing a really nasty OS X bug. It really IS coming, and all the "we're better than you" bravado in the world won't stop it.

Garage81 · Apr 18, 2005, 12:24 PM

i dont think theyre all punks, thats just a picture i thought was funny

and i know my mac isnt impervious to threats, but theres only so many times i can run msconfig, adaware, and spybot on my parents / sister's PCs.

SSharon · Apr 18, 2005, 01:34 PM

Originally Posted by Garage81

i think they should leverage mcdonalds advertising campaign: "im lovin it"

and use hackers, spammers, and virus writers in the campaign:

hackers spammers and virus writers: "windows xp, im lovin it!"

money? i think so.

I like the Apple keyboard and mouse in that pic.

Kenneth · Apr 18, 2005, 02:21 PM

I read that from Today's SeattleTimes as well. Interestingly, turning to another page I see this.

Dueling demos

Microsoft and Apple Computer executives crossed each other in the sky last week as they flew up and down the West Coast pitching their new operating systems to journalists.
Windows chief Jim Allchin gave journalists in San Francisco a peek at Longhorn features, while a marketing team from Apple was in Seattle showing off Tiger, the next version of Mac OS X.

They should have done the demos side by side to help journalists figure out the differences between the systems; both are supposed to make it easier for users to communicate.

Apple is expected to ship Tiger on April 29, at least a month ahead of schedule. Longhorn was supposed to debut in 2005, but now it's scheduled for release sometime next year.