Microsoft prepares to promote 'human' side

by Ben Carter, Marketing 22-Jan-04

US software giant Microsoft is ploughing tens of millions of pounds into its first corporate brand marketing campaign, which will run in 24 countries and is intended to show its human side.

The marketing push will launch globally on January 26 with TV, cinema, press and outdoor executions and is intended to spread the message that Microsoft can help people fulfil their dreams.

The campaign, by McCann-Erickson, is a marked departure from Microsoft's traditional global marketing activity, which has centred on major product launches such as Windows XP and Office 2000.

Nick Barley, director of marketing for Microsoft UK, said the advertising is intended to show "our motivation as a company and what Microsoft's mission now is".

A series of executions featuring "human scenes", such as a mother and child or a schoolteacher with children, aims to portray the benefits of Microsoft's products in everyday lives, with the strapline 'Your potential, our passion'.

But the campaign is likely to be seen as an attempt by Microsoft to overcome negative perceptions in the wake of antitrust action that was settled in the US last year.

The legal case centred on Microsoft's alleged anti-competitive behaviour, with regulators forcing Microsoft to open up its Windows software platform to rivals.

Microsoft has faced similar objections in Europe and is awaiting a ruling from EU competition commissioner Mario Monti this summer.

The executions were tested in the US last year, but are now being rolled out globally.

Barley added that they would not be localised, as they aim to show the significance of Microsoft as a global brand.

Microsoft is also finalising the launch of another global marketing initiative called Unlimited Potential, which aims to boost take-up of technology and IT worldwide.

Under the Unlimited Potential banner, it will invest in and build technology centres for populations that do not have easy access to the latest IT.

Microsoft plans an advertising campaign to promote the development initiative, which will run on a global basis.