Microsoft is planning a global ad campaign promoting all their product, including Windows Phone, together as one coherent ecosystem and lifestyle.
The campaign will run under the tagline "It’s a great time to be a family," and will for the first time advertise four products, Xbox Kinect, Office, Windows PC and Windows Phone, at once, David Webster, Microsoft’s chief marketing strategist, told Ad Age in an interview Thursday. The campaign is about technology that brings families together, rather than isolates people when they’re together, he added. "Much like a family portrait rather than individual headshots," he said.
The same creative concept will run in 35 global markets, including the U.S. and will launch during the pre-game of Sunday Night Football on NBC. The ads themselves have no dialog, so many versions of the same ads will air around the world with actors of different ethnicities and local music. Some of the international versions — such as those made for India and Japan — will also air in the U.S.
Microsoft retail partners such as Best Buy will also merchandize Microsoft products together, in step with the campaign, Mr. Webster said.
Crispin Porter & Bogusky, the agency that launched Windows Phone, created the new Microsoft "family" campaign.
Mr. Webster did not disclose Microsoft’s total budget for the campaign, which spans many markets and includes high-profile TV inventory but Microsoft spent $926.3 million on advertising in 2010.
Read more at AdAge here.