[ubuntu-marketing] Creating Viral Videos - Who's interested? (jared)

John Vilsack vilsack at gmail.com
Sun Feb 7 22:38:34 GMT 2010


The advertisements you are referring to are being shown worldwide, with
regional influences dictating which ads are shown predominantly in those
regions.

The idea behind the campaign is for Microsoft to place emphasis on their
response to customer feedback and how they claim it has been directly
integrated into the changes in their latest operating system.

The basic premise behind many of these commercials is the same:  A "Joe" or
"Jane" every person begins explaining how they had a moment where they had a
revelation of doing something in Windows a little bit easier.  The scene
changes to a re-enactment of the moment featuring a significantly more
attractive model playing the character of "Joe" or "Jane".  They then go on
to say how they contacted Microsoft and boom, they are responsible for why
Windows 7 is great.

The campaign was designed to be a counter-attack to the largely successful
"I'm a Mac" ads Apple has been running for the past several years.  Half of
the ads target families shown at home or about the house which emphasizes
Microsoft's personal push to identify more with families than with hipsters.
 The other half target younger professionals that are attractive and
ambitious without having to resort to an Apple tax to prove it.

The past 12 months of Microsoft's advertising have been largely successful
but its also because they are able to put these ads in front of eyes that it
can make a difference on (
http://theappleblog.com/2009/05/22/microsoft-ads-winning-over-more-consumers-than-apples/).

Keep in mind that Microsoft and Windows are household names with almost 30
years of market dominance, they spent hundreds of millions of dollars in
failed campaigns up to this point, and it still took them years to find a
message they could use on a global scale to counter the damage Apple did
with their ads.

John Vilsack


On Sun, Feb 7, 2010 at 4:20 PM, Paul Schulz <paul at mawsonlakes.org> wrote:

> Greetings,
>
> In Australia we are seeing the "I'm a PC and Windows 7 was my idea"
> advertisement campaign, where people (actors?) are put in fron of the camera
> to explain that they had a feature that that they wanted their computer to
> do, which Windows Vista didn't do, and which is now included in Windows 7.
> The ad. ends with "I'm a PC and Windows 7 was my Idea".
>
> After a quick browse on YouTube I suspect that we are only seeing a
> selected portion on the Ads, or they were pulled, as we certainly haven't
> seen all of them.
>
> but.. this got me thinking. How could this idea be applied to the Ubuntu
> community? We could actually create a video if the developers themselves and
> say "I'm Ubuntu and <feature blah> was my Idea", or get Mark saying "I'm
> Ubuntu and Ubuntu was my Idea".
>
> How else can we play to our strengths.
>
> On another note..I feel that these ads. are somehow missing the point, as I
> don't really understand what they are trying to achieve. Are they trying to
> position Windows 7 as a competitor to Ubuntu? "Ubuntu might give you <blah>
> but remember we gave you what you wanted last time when you asked for it?..
> so why not stick with Windows".
>
> Just my $0.02 worth..
> Regards,
> Paul
>
>
> On Mon, Feb 8, 2010 at 2:51 AM, markusmunch at yahoo.co.uk <
> markusmunch at yahoo.co.uk> wrote:
>
>>  Couldn't agree more Jared, this assumption is one I get really sick of:
>> "yes, but how CAN it be better if no one wants to fleece me for it?"  The
>> profile of this type is a man; 30something; who "knows computers" (windoze)
>> because he can use one at work; drives a frequently modded car with hundreds
>> of expensive extras he doesn't need and who wears last season's designer
>> everything.  He has entrenched small "c" conservative views and would have
>> defended Vista all the way up to the release of 7.  He is emphatically NOT
>> about early uptake of new tech unless produced by established companies with
>> a lot of existing market-presence.
>> I s'pose he's basically the bad parts of both characters in the "i'm a
>> PC/Mac" ads.
>>
>> Is he really the guy we want to reach?  He's not going to be an Ubuntu
>> user until it is SOLD to him in the traditional sense of the word, money and
>> all.  Unless the landscape changes around him and he sees other people
>> getting more from their machines for less.  I was thinking we need to work
>> out, say five specific types of users we want to aim at and make specific
>> ads that are tailored for them.  Any ideas?
>> --- On *Sun, 7/2/10, ubuntu-marketing-request at lists.ubuntu.com <
>> ubuntu-marketing-request at lists.ubuntu.com>* wrote:
>>
>>
>> From: ubuntu-marketing-request at lists.ubuntu.com <
>> ubuntu-marketing-request at lists.ubuntu.com>
>> Subject: ubuntu-marketing Digest, Vol 50, Issue 6
>> To: ubuntu-marketing at lists.ubuntu.com
>> Date: Sunday, 7 February, 2010, 12:00
>>
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>> Today's Topics:
>>
>>    1. Re:  Creating Viral Videos - Who's interested? (jared)
>>
>>
>> ----------------------------------------------------------------------
>>
>> Message: 1
>> Date: Sat, 06 Feb 2010 09:12:28 -0700
>> From: jared <ubducted at gmail.com <http://mc/compose?to=ubducted@gmail.com>
>> >
>> Subject: Re: [ubuntu-marketing] Creating Viral Videos - Who's
>>     interested?
>> To: alan c <aeclist at candt.waitrose.com<http://mc/compose?to=aeclist@candt.waitrose.com>
>> >
>> Cc: ubuntu-marketing at lists.ubuntu.com<http://mc/compose?to=ubuntu-marketing@lists.ubuntu.com>
>> Message-ID: <1265472748.31645.18.camel at krypton>
>> Content-Type: text/plain
>>
>> The problem with some people is that they might think "It's so good it
>> cannot be free".
>>
>> So possibly part of the message may need to be HOW something so good can
>> be free.  Maybe highlight the volunteers around the globe.
>>
>> Speaking of globe, it might also be good to highlight that it's not just
>> the OS that is so good, it's the global movement that users get to be a
>> part of that's also good.
>>
>> Jared
>>
>>
>>
>> On Wed, 2010-02-03 at 18:36 +0000, alan c wrote:
>> >
>> > Make a humorous fantasy advert for a computer system, so good it
>> > cannot be true.
>> > (But in fact it is true it is Ubuntu!)
>> >
>> > --
>> > alan cocks
>> > Ubuntu user
>> >
>>
>>
>>
>>
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