One could argue that Microsoft has never been a company that has nailed marketing. Recent, questionable ads include the dubstep Surface Ads, flashy and uninformative Mobile IE 10 ads, Macklemore filled Outlook.com ads as well as the “Honestly” campaigns. While the ads may have resonated with a few, the vast majority of viewers (those even paying attention) saw a discombobulated message that failed to tie Microsoft and Windows together. Understandably, Microsoft is tasked with the unenviable job of creating ads and establishing a brand to a varied audience. Microsoft and Windows have become a company and product that resonates with an audience that spans from enterprise to children in developing nations.
Recently, Microsoft began perpetuating the idea that its software and products are for the people who ‘Do More’. The ‘Do More’ slogan first made an appearance during the XLIX Superbowl this year. Microsoft reserved two ads that ran a couple of times during the highly televised event. Eventually, Microsoft built on the momentum the ads received from the Superbowl and began releasing several more advertisements that all incorporated the “Do…” theme.
A couple of weeks ago Microsoft started advertising its Windows 10 operating system. The first television spots included a set of babies and an ending sentence of “a more human way to do.” Since then, Microsoft has gone on to release some YouTube videos that highlight several Windows 10 specific features, and in each of those ads, the “Do…” manicure is very present.
The latest Windows 10 TV ad follows the same message established over the last seven months of “Do”. The new ad only labeled “DO” puts Microsoft at the center of people’s lives who ‘Do things’. From gaming to surfing, Microsoft would like people to know its brand is involved with people who “Do”.
Whether or not these ads help push Windows 10 adoption, one thing is for sure, Microsoft has finally settled on a singular message. Rather than bullet point comparisons, choreographed dances sequences, or mudslinging campaigns, Microsoft is slowly becoming the company that supports people who ‘Do’.Further reading: Advertising, campaign, Microsoft, Satya Nadella, Windows, Windows 10