MEDIA-I: Microsoft kicks off dollars 30m XP blitz

<p>Software giant Microsoft has roped in its "Add Clipp" icon, the </p><p>on-screen paper clip which has the irritating habit of appearing on </p><p>screen with offers of help, as the star in the first phase of its </p><p>USdollars 30 million Office XP Campaign. </p><p><BR><BR> </p><p>Microsoft launched the Office XP promotion with an online push - </p><p>available at www.officeclippy.com - which centres on how the new system </p><p>has made Add Clipp redundant, forcing the icon to join a long list of </p><p>former dotcom employees in search of new jobs. </p><p><BR><BR> </p><p>American comedian Gilbert Gottried plays the redundant paper clip. </p><p><BR><BR> </p><p>Add Clipp tells visitors to his website, "My name is Clipp, and Office </p><p>XP has me sweating and rusting. Why? Because Office XP works so easily </p><p>that it's made office assistants like me useless. Obsolete. And, I'm </p><p>told, hideously unattractive ... They even cut my pay, despite the fact </p><p>that I work for free!" </p><p><BR><BR> </p><p>Microsoft, which has long been criticised for incorporating too many, </p><p>arguably useless, features into its software programmes, acknowledges </p><p>the criticism with its latest online promotion. It is the first time </p><p>Microsoft has taken a self-deprecating approach in its advertising and </p><p>promotional material. </p><p><BR><BR> </p><p>However, the move has highlighted the company's difficulties in selling </p><p>new versions of its software. </p><p><BR><BR> </p><p>The campaign comes complete with online games, which allow users who </p><p>have long hated the annoying paper clip to exact their revenge by firing </p><p>virtual staples, tacks and rubber bands at the icon. </p><p><BR><BR> </p><p>Microsoft also intends to feature banners on its websites, and will use </p><p>ads via email to generate a viral campaign. </p><p><BR><BR> </p><p>A larger offline campaign will follow next month. </p><p><BR><BR> </p><p>According to Microsoft, McCann-Erickson Worldwide Advertising will </p><p>create the offline campaign. </p><p><BR><BR> </p>