The television, outdoor and digital activity breaks today (22 October) and highlights how the operating system was developed with the help of users and is designed to simplify people’s lives.
The television campaign, created by Crispin Porter + Bogusky, has four executions featuring different users involved in testing the product. Each explains the benefits the operating system offers them.
Each spot concludes with user stating “I’m a PC and Windows 7 was my idea”.
The campaign will be adapted for several different markets showing testers from that country.
Several seven-second digital executions will also run.
Windows 7 goes on sale globally from today. Microsoft claims the operating system is faster, more responsive and easier to use than its last operating system, Vista.
It also comes as rival Google readies the launch of its Chrome operating system and the recent launch of Apple’s Snow Leopard system.
Mike Fischer, consumer online marketing officer at Microsoft, told Marketing Week that although the software company is “very conscious” of the competitive environment, the latest campaign is about “telling our story”.
“There has been too much of an us and them mentality” he says, adding that the “I’m a PC” campaign launched in response to Apple’s “I am a Mac” campaign “had addressed some misperceptions” but it was now time to “tell our story”.
He adds that the marketing efforts will roll out and develop right through until next summer, a contrast, he says to the “front loaded” campaign that accompanied the launch of Vista.
Fischer says the Vista campaign was all “all about Microsoft”, while the “more honest and humble” Windows 7 campaign is about consumers, a change that has been reflected within Microsoft, with the next 12 months internally dubbed “the year of the consumer”, he says.
Microsoft will also launch a number of joint marketing initiatives to support the launch.
Retail group DSGI, which owns PC World and Currys, has today launched a TV campaign promoting a trade-in offer where consumers can get up to a £100 off in exchange for their old PC.
BSkyB has also launched an enhanced version of its live on-demand service Sky Player for Windows 7.
The software company is also developing a joint initiative with the Carphone Warehouse.
Last month, Microsoft signed a deal with Global Radio which will sees it become the headline sponsor of the 95.8 Capital Christmas pop concert, The Jingle Bell Ball.