Microsoft presses "apples"

The corporation continues the attacks to main competitor Apple. This time having strengthened the web campaign for support of compact player Zune.

In a new trailer from Crispin Porter + Bogusky the former star of reality show Wes Moss who also is the certificated financial analyst, tells that cost of one player iPod with a hard disk in 120 Gb and the music loaded with iTunes at the price of 1 dollar for a track, will make approximately 30 thousand dollars. Then in a roller service Zune Pass from Microsoft, with which well boundless downloading of music of all for 15 dollars a month is represented.

Marketing war between Zune and iPod

Web campaign Microsoft will last within two months on such sites as MySpace, Pandora, Gamefly and Hulu. Also in support of campaign the channel on YouTube is started.

In sphere of realisation of digital music for today is in the lead iTunes. Connected services, such as Rhapsody or Napster, do not possess such popularity. However owners iPod will not have access to Zune Pass — the given service is accessible only to owners of player Zune.

Crispin Porter + Bogusky prepares for attack

Moss also has appeared and on site Zunepass.net where visitors can count up, how much strongly expenses on iTunes it is separated differ from similar on Zune Рass. Besides in agency Crispin Porter plans + Bogusky prepares five more preview trailers with Wes Moss.

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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

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Transformation of apple silhouettes

In 2003 Apple has started campaign "Silhouettes" for iPod which became one of the brightest campaigns of the beginning of the XX-th century.
On a monophonic bright background "black people" in white ear-phones and with white players in hands danced. They have helped Apple to adjust communications in many countries of the world, in view of the universality — they should not be adapted locally. In each country rollers with silhouettes of dancing people went in that kind in which they have been made in States in agency TBWA\Chiat\Day.

After three years, in 2006, campaign has on the sly started to vary — the background has ceased to be monophonic, silhouettes black, and messages — simple.
The roller with Paul McCartney, left in the summer of 2007 was last roller which though somehow reminded "Silhouettes". In a videoclip already and speeches did not go making the hero of a roller black.

After the sir of the Floor and an exit iPhone all communications iPhone and iPod have been unified and represent product demonstration.

Your opinion — whether there was a change of communication idea necessary as old the mood and a visual number have a little become obsolete, or in Apple have hurried?

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The most known preview trailer Apple

To the most known preview trailer Apple, on motive of the novel "1984", 25 years on December, 15th were executed. The preview trailer of computers Macintosh, has been created by agency Chiat\Day.
The official is shown before a wide audience has taken place during the Supercup on the American football in 1984 though, the first display has taken place month before, in 1983, on one of television channels of the State of Idaho. Without this trial display advertising could not apply for an exit in a national aether within the limits of the Supercup.

In a roller the totalitarian society of the future and "The Big brother", speaking to people about unification of thoughts is shown. In a hall where on the huge screen "the Big brother" broadcasts, the girl with a hammer runs in and starts a hammer in the screen. In a role of the featured actress has acted, then still little-known, and nowadays, the Hollywood movie star — MELANIE GRIFFITH.

Trailer Apple became one of the most known preview trailers in the world. In 2004 when to a trailer it was executed twenty years, Apple has made a copy of a trailer in London Shepperton Studios. The role of the girl with a hammer has executed Anya Major, on a belt which had a player iPod.

The idea of well-known advertising Apple was used and in other rollers. For example, this edited roller has appeared on YouTube during pre-election campaign of the current president of America.

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«Laptop Hunters» Microsoft became victims of parodists

Resource LandlineTV represents a roller parodying advertising campaign Microsoft "Laptop Hunters".
In a videoclip to the homeless by name of Frank offer one thousand dollars with a condition, that he will buy on them the laptop.
While within the limits of this campaign, calling to prefer to PC computers Mac, there were three rollers, constructed on one scheme. Microsoft offers users the certain sum for purchase of the laptop of the dream. Those choose the device, proceeding from own requirements. It always appears PC.

As well as in "firm" trailer, Frank comes into shop Apple, but thin MacBook Air for 1700 dollars it appears the expensive, and the vagabond goes to other manufacturers. Finally he chooses PC which takes cover in the street.

Campaign Microsoft is the answer to a series of preview trailers Apple "Get a Mac", acting in film already throughout several years. Microsoft asserts, that in in their advertising ordinary people who do not know about the one who removes rollers act in film. Nevertheless, at attentive studying of rollers some observers have called these statements in question. They have identified the professional actress in one of participants of rollers.

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Microsoft has hinted at "childishness" of laptops Apple

Microsoft against Apple in scandalous advertising campaign Windows.

Microsoft "has started" the third preview trailer within the limits of campaign "Laptop Hunters". In a preview trailer mother and the son choose the game laptop in cost no more than 1500 dollars. Thus mother names laptops Apple "popular at this age", meaning the son. IT observers have considered, that thus Microsoft has hinted at "childishness" of production Apple.

Plots "Laptop Hunters" are under construction by the same principle. Microsoft selects users for participation in marketing research, for purchase of the laptop within the allocated sum. In all rollers participants come into shop Apple Store, but leave therefrom with empty hands, differently explaining the unwillingness to buy Mac.

Creative have developed in agency Crispin Porter + Bogusky. Manufacture have carried out Smuggler New York.

In an advertising campaign basis the opinion has laid down, that many people are not ready to overpay for a brand and are ready to get the computer with a certain set of characteristics for adequate cost, and computers Windows PC are an optimum combination of the price and quality.

The advertising campaign plot "Laptop Hunters" is under construction that simple people are offered to list necessary requirements to the computer and to define the maximum sum of money for acquisition. Microsoft gives out them the necessary sum and with words "You find it. You keep it" gives 1 day in the order of "hunter" to find the demanded computer for the given sum. The film crew follows lucky beggars on heels, writing down all their arguments in favour of a choice of this or that laptop.

In the first series "Laptop Hunters" the girl by name of Lauren has gone on searches of the laptop not more expensively $1000. Characteristics: the speed, the convenient keyboard, 17 inch monitor.

Round a debut roller scandal at once has burst. As an occasion phrase Lauren has served: "I am not so rich to buy Mac". Apple have seen in this phrase potential threat: the hint on the elite status of computers Apple can frighten off potential buyers. And at once have found in 60 second spot "falseness proofs": Lauren it has appeared the actress (instead of the usual girl as has declared Microsoft), and visit in Apple Store in a roller lasted some seconds.

Microsoft it has not frightened also they have started the second roller. The guy by name of Giampaolo "hunts" for the laptop for $1500. Characteristics: portability, the accumulator, processor power. In this roller Giampaolo speaks about MacBook: "I do not wish to pay for a brand. I wish to pay for the computer".

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BlackBerry has shot Apple

New York studio Guava has made for touch phones BlackBerry a roller, having passed on the eternal competitor of all devices of such type iPhone.
Assumption in the advertising legislation of the United States, allowing to touch the competitors, gives open space for the advertisers who are thinking out witty and not so courses, connected with the competitor.

The word-combination "the murderer iPhones" was applied and applied hardly probable not to each mobile phone using touch technologies. And Guava and BlackBerry have gone further. They have represented on the screen in a 15-second roller actually murder process iPhone, having used for this purpose vegetative essence of both names of manufacturers and technology slow motion.
The blackberry berry (Blackberry) aka "bullet" -> has pierced an apple (Apple), having broken off an apple in shreds.

Visual component of a roller almost exactly same what has been used in a preview trailer "Stop The Bullet" British radio station Choice FM. The spot has been started on video services and for one week on YouTube "has collected" more than 600 thousand viewings.

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Apple continues to scoff over Windows

Company Apple "has started" two new preview trailers in which follows own traditions of satire to Microsoft. In new advertising in style "I’m a Mac, I’m a PC" Apple derides the computer giant that that in the new advertising campaign meaningly tries not to use word Vista.
Company Apple has started in a teleether two new advertising videoclips which are the answer to the massive advertising company, started by corporation Microsoft, writes AppleInsider.

In the first preview trailer the person naming "I’m a PC" sits at a desk and displays packs of banknotes in two different piles — the first on the advertising, the second — on correction of defects in Windows Vista. The Second glass several times less than the first.

In the second roller the person by name "I’m a PC" holds the big red button and each time when "I’m a Mac" tries to say word Vista in hands, presses the button therefore the unpleasant sound signal muffling the name of operational system is created — the same as on TV obscene expressions are muffled. Thus during pronunciation Windows the sound signal is not distributed. In the end of each roller there is a large image of computer Apple iMac which is offered to be bought. In both advertising still act in film John Hogman (John Hodgman) and Dzhastin Long (Justin Long).

"Having started" two new preview trailers, Apple derides quite conscious decision Microsoft as seldom as possible to mention name Vista, using — "I’m a PC", that associates, first of all, with platform Windows as that. Besides, Apple parodies CEO Microsoft Steve Ballmer which speaks, what yes, really, in Windows Vista there were flaws, but now all of them are corrected, and money has gone for a new portion of advertising.

I will remind, that operational system Windows Vista has caused weight of criticism both from users, and from manufacturers of the personal computer. Finally, in Microsoft have come to conclusion (experiment Mojave), that the negative image of new operational system is formed by not so much users, how many mass media, and the role in discredit Vista advertising campaign Apple "I’m a Mac, I’m a PC" has played also. Additional advertising means have been allocated For rehabilitation of an image Windows Vista at a rate of $300 million From them any more less than $10 million has been directed on creation of new TV advertising: several rollers in which people of various trades and the social status speak in the chamber "I’m a PC". Among them comes across also itself Steve Ballmer.

Advertising with participation of characters "I’m a Mac" and "I’m a PC" has been started Apple in 2006 In them act in film John Hodgman (PC) and Justin Long (Mac).

Thus, the first appears as grown fat and clumsy office employee in the ordinary-looking suit, the second - the vigorous young man dressed in style casual.

Since then sales Apple go uphill and from time to time overtake growth of sales of computers as a whole all computers on the basis of operational system Microsoft, together taken.
Whether is it a consequence of successful comparison of the platforms presented in advertising "I’m a Mac, I’m a PC", or brilliant marketing work of experts of the company, it is not known. One it is possible to tell precisely: for Microsoft the given advertising became a real headache.

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Vampire Fan

I've posted about the "Twilight series" before but if you haven't jumped on the bandwagon yet - I HIGHLY suggest you do. Ask your hubby to buy you the first book - Twilight - for Mother's day. It's a love story and yes it's about vampires. Totally not my style but I reluctantly bought a copy and immediately got sucked in! I was "thristy" for the next one as I devoured the book in 3 days. BUT now the first teaser has been released for the movie which comes out this December. It looks good!!! take a peek here or here for the FULL screen version.

The author, Stephenie Meyer has just been selected as one of Time Magazine's 100 most influential people of 2008! how excitng and congrats to her! She is a very talented writer!

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