Microsoft invests £5m in UK branding push

Microsoft, the computer software giant, is ploughing more than &£5m in the UK into a brand-building campaign for the autumn, which will continue its themes of “Realising Potential” and “Start Something”.

Realising Potential is an overarching brand-building campaign for Microsoft, which is to be rolled out across the globe. The latest phase of the campaign uses new creative work by McCann Erickson and encompasses television, online, print and outdoor. Outdoor executions include a branded screen at Twickenham rugby ground.

The Start Something campaign, for the Windows platform, kicks off next month and also runs across TV, online, print and outdoor. The next phase of Start Something sees the return of the controversial “Dino heads” characters, which Microsoft says were successful in the New Era campaign.

Both campaigns are designed to encourage people to use Microsoft technology to enhance their lives and aim to show how easy it is to become part of the digital revolution.

Microsoft says: “Our mission is not just to unlock the potential of today’s new technologies, it is to help unleash the potential in every person, family and business. Whatever your dreams, passions or profession, Microsoft creates software that helps you reach your potential.”

Microsoft is also planning to launch new software products later this year and early next, including a new customer relationship management tool called Dynamics.

Media planning and buying for Microsoft is handled by Universal McCann.