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Just for fun, the Kaleidoscope team will provide individual impressions of a current marketing campaign. We will use the following rating to assess the work. Please let us know if there is a specific campaign you would like us to rate.
The Good – something to be proud of – we couldn’t have done it better!
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively rancid! |
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Campaign:
Microsoft Ad Campaign, “People Ready” -
B2B2C Campaign
Venue:
National Television, Radio, Print
Date:
Current
Microsoft’s “People Ready” campaign was a
$500 million global sales and advertising
effort for both new and upgraded products
and software including, Vista, Microsoft
Office 2007, Office Communicator Mobile, and
Microsoft Exchange 12, focusing on
empowering business users and individuals.
Microsoft hit the consumer market with this
B2B message through a variety of media. |
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Yvette’s Critique:
Rating: Good
Even though Microsoft placed this campaign
within the mass media, they’ve successfully
bridged a B2B enterprise message with a B2C
twist. The strategy was well planned and
targeted a wide range of people rather than
the niche enterprise target market.
Consumers are rising to the position of
having power in the B2B marketplace. The
advertising and marketing message is geared
towards what is desired and needed at the
individual level. Consumers today are
driving marketing efforts in every aspect.
Microsoft embraces this trend within the
industry and recognizes that their products
are being used by employees, so why not
target those employees as well as the
enterprise level decision-makers? |
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Kate’s Critique:
Rating: Good
This campaign captures my attention for
several reasons. Microsoft has concentrated
on the personal component of what creates a
business by using real people as the main
focus. The integration of people within
technology is what makes this campaign
successful and allows consumers to relate to
the product and the environment in which it
will be used.
Corporate and individual perspectives are
being focused on in this campaign, which is
an essential part of a successful business.
Microsoft accomplishes this integration of
people and technology through the visuals
used and the simplicity of the message. An
image of power and commitment is felt
through Microsoft’s message, which is what
they are achieving in the delivery of their
products. |
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