Australia adapts XP tagline for launch
<p>SYDNEY: Microsoft has kicked off its largest-ever Windows campaign
</p><p>in Australia to promote its latest operating system, Windows XP.
</p><p><BR><BR>
</p><p>The rollout of the global campaign has not been without its
</p><p>difficulties.
</p><p><BR><BR>
</p><p>The original tagline "Prepare to Fly" was pulled out of respect for the
</p><p>victims of the attacks on the US. Microsoft quickly changed the tagline
</p><p>to "Yes You Can", posing difficulties for Australia since the new
</p><p>tagline was too similar to that of telecommunications firm Optus, which
</p><p>uses "Yes".
</p><p><BR><BR>
</p><p>Instead, Australia will be using "Surprise Yourself".
</p><p><BR><BR>
</p><p>Microsoft group manager of marketing communications, Inese Kingsmill,
</p><p>said the XP campaign was worth more than US$250 million globally.
</p><p>Australian marketing spend is said to be in the millions. "Globally, the
</p><p>campaign will be equivalent to the first nine months of spending behind
</p><p>the Volkswagen Beetle relaunch and the first two years of ad support
</p><p>behind Apple's iMac computer."
</p><p><BR><BR>
</p><p>The campaign was co-ordinated by Microsoft's global agency,
</p><p>McCann-Erickson.
</p><p><BR><BR>
</p><p>Five senior creative teams from the UK, US, Brazil, Canada and Sweden
</p><p>took charge of the campaign, but each regional office was also
</p><p>involved.
</p><p><BR><BR>
</p><p>The first phase targeting consumers commenced at the end of October and
</p><p>runs until the end of November. The second push, to begin early 2002,
</p><p>will target IT professionals. Kingsmill said Microsoft would be using
</p><p>the "usual media suspects" for the consumer marketing campaign - free to
</p><p>air and pay TV, in-flight television, print, outdoor, radio, online and
</p><p>events.
</p><p><BR><BR>
</p>
by
|
11/09/2001
SYDNEY: Microsoft has kicked off its largest-ever Windows campaign
in Australia to promote its latest operating system, Windows XP.
The rollout of the global campaign has not been without its
difficulties.
The original tagline "Prepare to Fly" was pulled out of respect for the
victims of the attacks on the US. Microsoft quickly changed the tagline
to "Yes You Can", posing difficulties for Australia since the new
tagline was too similar to that of telecommunications firm Optus, which
uses "Yes".
Instead, Australia will be using "Surprise Yourself".
Microsoft group manager of marketing communications, Inese Kingsmill,
said the XP campaign was worth more than US$250 million globally.
Australian marketing spend is said to be in the millions. "Globally, the
campaign will be equivalent to the first nine months of spending behind
the Volkswagen Beetle relaunch and the first two years of ad support
behind Apple's iMac computer."
The campaign was co-ordinated by Microsoft's global agency,
McCann-Erickson.
Five senior creative teams from the UK, US, Brazil, Canada and Sweden
took charge of the campaign, but each regional office was also
involved.
The first phase targeting consumers commenced at the end of October and
runs until the end of November. The second push, to begin early 2002,
will target IT professionals. Kingsmill said Microsoft would be using
the "usual media suspects" for the consumer marketing campaign - free to
air and pay TV, in-flight television, print, outdoor, radio, online and
events.
