Microsoft’s new marketing campaign is to give buyers “permission to get a Windows Phone"

You have Jessica Alba’s permission to buy a Windows phone.

Thom Gruhler, Microsoft’s corporate vice president for Windows Phone marketing, has revealed the impetus behind their new star-studded Windows Phone campaign.

"We have a product people really love but not enough people know about it," he said.

Because people don’t see their friends and people they know using Windows Phones, the marketing challenge is, in a sense to "give them permission to get a Windows Phone," Gruhler said.

"We use the stories of people they know to think: ‘Aha. That’s how Jessica (Alba) uses it. If that’s how she uses it, maybe that’s how (I can),’" Gruhler said.

"It’s creating this permission: ‘I know it’s OK. It’s acceptable. I can pull that out at a dinner party and say: Hey – Gwen Stefani has that phone. Check it out,’" Gruhler said.

The ads, are launching today in the US and  features celebs including musician Gwen Stefani and actress Jessica Alba showing how they use their Windows Phone.  Billboards, transit ads and social media campaigns are part of the effort as well. Future ads in the U.S. will feature comedian Andy Samberg and football quarterback Cam Newton. The ads, which will cycle on and off, will be a year-long effort.

Smoked by Windows Phone is also being revived. The challenge is now being called "Meet Your Match" and will be rolled out more broadly in malls nationwide, Gruhler said.

"We’re not thinking of this as just the launch of a product but the launch of a brand — a brand that’s very attached to the Windows brand and will be an important part" of the mobile world, Gruhler said.

Read more at Seattle Times here.

See Gwen Stefani’s new ad after the break.

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