JAKARTA Microsoft Indonesia is stepping up efforts to battle its toughest competition — pirated software — with the unveiling the final phase of a Grey Worldwide-created ad campaign with the message that 'Pirated software kills your computer'.
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Grey's three-part, through-the-line campaign has already rolled out two ads, 'Razor' and 'Cemetery'. The former won a bronze award at the recent Citra Pariwara advertising awards for its razor-edged compact disc. The final execution, 'Ice', is due to launch in July.
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In Indonesia, 87 per cent of all computers run on pirated software, compared to the global average of 35 per cent, according to a report by the Business Software Alliance.
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Catherine Bruce, associate account director at Grey, said: "(The problem is) that pirated software is very cheap, widely available and perceived to deliver quality that's 'good enough'."
