Microsoft is unveiling its biggest ever UK campaign tomorrow (October 11), which will hit back at the geeky image created by Apple’s long-running “Apple vs PC” ads. The campaign is also aimed at highlighting its Windows suite of products.
The “Real PC” ads, created by Crispin Porter + Bogusky, will be launched during the first live show of The X Factor on ITV.
Unlike the US ads, it will not star Jerry Seinfield and Bill Gates but will instead feature ordinary users from around the world, talking about why they love their Windows PC.
Microsoft is inviting UK consumers to join in the campaign and share their own “I’m a PC” moments by uploading them to windows.co.uk or by recording messages in a video pod that is touring the UK throughout October and November.
People who upload a photo or video may appear in future online, TV and outdoor ads.
John Curran, Windows business lead, Microsoft UK, says: “The first stage of this ‘Real PC’ campaign is deliberately designed to address the misconceptions that our competitors have built around PC users.”
The campaign forms part of Microsoft’s current multi-million dollar global marketing drive, which comes after a period of “soul-searching”, Curran adds.
The series of ads will show Windows being used on PCs and portable devices including mobiles and PDA’s.
Universal McCann was responsible for the media planning and buying for the campaign in the UK.