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Microsoft Lets the Customers do the Talking

3 November, 2009 | Sydney, Australia

Microsoft is handing the reigns to consumers for the launch of a new national marketing campaign in Australia for its latest operating system, Windows 7. Following on from the successful ‘I’m a PC’ and ‘PC Hunter’ campaigns, the new Windows 7 campaign lets the customers do the talking. As such it aims to harness the community of PC users in Australia to become advocates for Windows 7 as well as drive sales of the new software.

Entitled “My Idea,” the Australian campaign features real Australians - who provided real feedback to Microsoft - explaining the features of Windows 7 in their terms, and aims to educate on the new, easier-to-use operating system. The marketing activity centres on bringing to life the feedback of over eight million Beta testers worldwide, who helped Microsoft develop the product, and will include a national advertising campaign across online, outdoor billboard, and TV. The campaign will also be supported through social media.

“We took a fundamental change with our approach to launching this operating system,” says Lisa Hickson, Marketing lead for Consumer and Online, Microsoft Australia. “People don’t want to hear you talking about how great you think your product is – that’s a given. So we made a decision early on to shift our thinking and let our customers and partners be the voice of the product they helped us create.”

Crispin Porter + Bogusky have created the series of “My Idea” commercials. The first two of five ads featuring Australian PC users Kevin and Arney began appearing on the Nine Network Nine/ GO!, Network 7 and Pay TV from 22 October. The media planning and buying activity has been undertaken by Universal McCann.

Additionally, on Monday 2 November, Nine Network’s The Apprentice featured Microsoft and Windows 7 as the cast competed to create a TV commercial for the new operating system. As part of the program Microsoft also announced a new and engaging competition whereby consumers are invited to submit their own ideas for a Windows 7 ad. In return, entrants have the chance to win a new PC running Windows 7 and a camera – which along with Windows Live Movie Maker will enable them to make their own movies or ads.

The “My Idea” campaign is supported by a vast array of digital advertising and other online elements that highlight specific Windows 7 features and functionalities such as Snap, Shake, and Home Group. There is also a range of integration elements in digital arenas – such as ‘home page takeovers’ across Fairfax Digital, cnet, ZDnet, and Ninemsn sites including: Ninemsn Home, TVfix, Ticketek, Woman’s Day, Wide World Of Sports and Lifestyle. Out of Home advertising will run across high-traffic areas nationwide for three months from 2 November capturing tens of thousands of eyeballs daily.

The campaign was unveiled at the national launch event in Sydney on 22 October. The event was live-streamed across the world via Ustream.TV which had almost 24,000 views. Additionally Microsoft’s own tweeting team gave a real time commentary – using a Windows 7 hashtag to expand the ‘virtual’ audience by another 1600 twitter mentions and also driving 20,000 local YouTube views.

For more information regarding the “My Idea” Campaign and the Windows 7 launch, please visit Microsoft’s social media channels:

For more information regarding The Apprentice and Microsoft’s Windows 7 ‘Create an Ad’ competition, please visit: http://channelnine.ninemsn.com.au/compintro.aspx?compid=6837

For more media information, or to arrange an interview, please contact: Kathryn Colliton, Howorth: Ph: 02-8281 3812 or 0410 583 205

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