Microsoft hones 'caring' image in newest TV effort

<P>BEIJING: Microsoft is hoping to improve its brand perception with a new TV campaign highlighting its work with local communities and IT companies.</P> <P><BR>In China, the software giant is perceived as 'uncaring' despite ongoing outreach programmes and donations of computers made to rural communities.</P> <P><BR>Created by McCann Erickson Guangming, the new TVC, 'Door', breaks ahead of Microsoft's planned US$100 million investment in the country over the next five years.</P> <P><BR>The TVC is based on a local programme entitled Partner in learning, and is part of Microsoft's global 'Your potential, our passion' campaign. Since 2003, the company has provided training for children and teachers and donated computers to schools in rural areas.  </P> <P><BR>McCann associate business director Zan Wong said the spot emphasised Microsoft's involvement with local businesses and users, bridging the gap between people and technology, to enable better business performance.</P> <P><BR>Analysts see Microsoft's latest move as a way of boosting its brand image in anticipation of increased compe- tition from Google, which has hired 70 engineers in China over the past six months for research and development as the company tries to win market share.</P>