The abstracted competitor

Player Zune was started with high pathos mission "to kill iPod". After less than three years after the first version of a player, it is possible to tell with confidence — murder has not taken place, and meanwhile there are no preconditions that Zune or any other player has moved iPod from the market.

Since 2001 in the world it has been sold almost 200 million players of company Apple.

Microsoft for three years has sold 3 million. The further reasonings after these figures lose any sense.

But for advertisement makers and admirers of the modern art players Zune have special value because of the unusual advertising campaign — Zune Arts, developed by agency 72andSunny.

Campaign reflected to "abstract" Zune from the main competitor — iPod — we will recollect people with the closed ear-phones in rollers of player Apple. Zune has possibility of connection of two pairs ear-phones, as became a concept basis: already two are fenced off from the world.

To agency 72andSunny have entrusted development of project Zune Arts, already the closed: not so much commercial, how many the cultural-art initiative. It was offered to different artists, designers, musicians and creative collectives to create the vision of the concept "Welcome To The Social" and values of a unification of two people, characters or even objects.

For 2007 it has poured out in one and a half ten animation rollers, one and a half ten posters and practically cult status of campaign among "those who understands".

Your opinion — what probable role of this advertising campaign in a failure of sales Zune?

Art by www.benedict1.com