Microsoft has recently cranked up its marketing machine and taken aim at Apple. After several months of observing the various “I’m a Mac” commercials Microsoft has gone on the offensive with a series of Microsoft “Laptop Hunter” commercials. In the Laptop Hunters ads Microsoft focuses on “real world” shoppers looking for computing value or “bang for the buck” in purchasing a new laptop.
The ads definitely take the current state of the economy into account. While they focus is on each “laptop hunter” fitting the computer into an approximate budget range, they also look at specific features (size, portability, processing power, memory, flexibility, graphics capabilities, battery life) that each laptop hunter finds most appealing.
Laptop Hunters Under $1000 – Lauren, “Not cool enough to be a Mac”
The first Laptop Hunter is Lauren and her ad is entitled “Not Cool Enough to Be a Mac.” Lauren is looking for a laptop under $1,000 and the stops during her shopping trip include the Mac Store.
According to Microsoft, “The Laptop Hunters are not told they are taking part in an ad campaign by Microsoft. Instead, they think they are participating in market research. Each participant sets their own budget for a laptop to meet their own unique needs. We then provide the participant with cash and sent them out to find and purchase a laptop – all in a single day. Everything is completely unscripted.”
“Once the participant finds and purchases their perfect laptop – we inform them out in the parking lot that it’s actually Microsoft and this was part of our Windows brand campaign. The participant can of course decline to be part of the ad series if they so wish.”
Laptop Hunters Under $1,500 – Giampolo, “I’m really picky”
The second “Laptop Hunter” is Giampolo who is technically knowledgeable and is looking for a laptop in the $1,500 range He states, “I’m a PC because I’m really picky.” His shopping also includes a stop at the Apple Store.
Laptop Hunters Under $1,500 — Jackson and Lisa
Lisa and Jackson are the laptop Hunters in the third commercial of the series. Jackson is eleven years old but has some ideas on what type of system he wants (“a gaming system”). Together with his mother they explore their options with a target budget of $1,500 to spend. They find their perfect laptop system, a Sony VAIO FW with Blu-ray and a big screen.
These ads have stirred up some debate in the computing world. Have a thought or an opinion? Leave a comment and let me know what you think.