Microsoft gets louder

Microsoft placed these full page ads in contextual and premium positions in Sunday newspapers to introduce their new subscription based Office app service.

Microsoft Completely Inspiredt’s written as if to ‘the kids’ highlighting the opportunity to play whether at home or on the go, but of course inferring to ‘grown ups’ that the benefits go beyond keeping the kids occupied in the back seat.

The call to action is subtle (“pick it up today”) and the ad is light on detail. The headline is really the stand out message … “completely inspired” …designed to generate affinity for Microsoft and reappraisal from those who may no longer see Microsoft as an innovative tech company versus the likes of Apple. The use of the little boys at play adds a humanising element not often associated with a company like Microsoft, indicating they are seeking to differentiate themselves within the category.

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