No soup for you
Sep/20/2008 07:45
When I heard that Microsoft had hired Jerry Seinfeld to promote Windows I thought it could be a great step to get the brand back on track. Windows Vista has taken a pounding in the media and a lot of consumers are sticking with Windows XP because of upgrade issues to Vista. So Microsofts agency goes out and hires Seinfeld for big bucks but when you let the creative person take the reins there is sure to be problems. Here is a list of of what we can learn from this mess:
1. It's about objectives: Every ad campaign has to have objectives. In pharma those objectives more and more are to drive neww Rx's and less about "awareness". The agency and the client need to ensure that the objectives are clearly communicated along with agreed plan on how you are going to measure the objectives.
2. It's about the channel: The Microsoft campaign did not work well on TV and what is so ironic is that it could have been a great viral marketing campaign via the Web. The second spot was actually over 4 minutes long and when viewed in its entirety was quite funny.
3. It's about the brand: So even if you hire a great celebrity spokesperson the conversation still has to revolve around the brand. Bill and Jerry wanting to get back in touch with "common people" had nothing to do with Windows Vista.
4. Know when to pull the plug and say NO: Someone at Microsoft should have said "no" when they viewed these spots and asked a key question "how is this going to make people want to purchase my product". Given that Microsoft used Bill Gates however this could have political suicide but still someone should have said "no".
5. Don't give your ad agency too much power: Creative people are often not held accountable for their input, that's why they can dress in jeans and have weird personalities. BULL !!
There is some great DTC starting to appear now, Cymbalta, Cialis, Enbrel among others and you can bet they are being measured on the impact they have on the brand. On the other side campaigns like the beaver and Abe in Rozerem did little for the brand and had people scratching their heads. It's hard enough to break through to todays empowered time pressed consumers and every second you get with consumers should be valued.
I have no idea what Microsoft was thinking with the latest campaign. My guess is that since they have become some big they have lost touch with their customers opening the doors to companies like Apple. This is ironic because more and more good marketers are trying to find a way to connect with people not alienate them.
|