With the recent launch of Windows Phone 7, Microsoft has also launched a new ad-campaign for the company's latest mobile OS and according to sources and Internet rumors, Microsoft is spending between US$ 400 and US$ 500 million to promote Windows Phone 7. It definitely makes sense to put some good money into a marketing campaign to push Windows Phone 7 forward - especially because it was launched so close to the Christmas season which is traditionally a mobile phone buying season. Microsoft's "Really?" campaign, which will escort the launch in print, TV, cinema, web and social media, was developed by the creative agency Crispin Porter + Bogusky.
Microsoft decided to go with a series of spots to introduce Windows Phone 7. Were the first two spots ("Really?" and "Season of the Witch") something more generic to tell the potential customer that it's time for a new phone; now, since Windows Phone 7 is available, Microsoft follows-up with a series of spots roughly explaining the benefits of using Windows Phone 7 ("Nightclub Really" and "Soccer Really"). And it looks like these spots are mainly used by Microsoft's exclusive Windows Phone 7 launch partners (like AT&T in the U.S. or Deutsche Telekom in Germany).
In contrast to Microsoft's spots, carriers like A1 in Austria or Vodafone in Germany have developed their own Windows Phone 7 spots. While A1 is also highlighting the Windows Phone 7 benefits and features, Vodafone is putting each of its Windows Phone 7 devices in the center of their new "power to you" campaign.
I'm yet undecided if I "really?" like Microsoft's Windows Phone 7 campaign but it seems to become better. While in my humble opinion the "Really?" and "Season of the Witch" spots were indeed somewhat funny, for me they were somewhat too generic. However, now with the follow-ups it's getting better since it - more or less - explains the potential customer better what they can expect from Windows Phone 7. However, if it comes to the OS explanation, my favorite spot is the one from A1 Austria while the Vodafone sports are pretty device centric.
Nevertheless, Vodafone doesn't made the Apple iPhone, as you might expect, but the LG Optimus 7 Windows Phone 7 the hero device of its new "Where are you?" campaign which Vodafone globally launched late October.
Last but not least it's also interesting to note that yet not a single handset manufacturer has launched a Windows Phone 7 campaign but it seems that the manufactures are currently relying on Microsoft's marketing and media spending only.
What do you think about Microsoft's Windows Phone 7 ad-campaign and do you have more examples from carriers around the world? Please let us know that we can add them to the playlist above.
Cheers ~ Arne