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Microsoft Getting Its Value Message Across In 'Laptop Hunters'

  • Ad Age, Tuesday, May 19, 2009 11 AM
Microsoft's push to paint Apple's computers as pricey is starting to work, according to data from BrandIndex, particularly among consumers aged 18 to 34. The "Laptop Hunters" campaign, which launched in late March, features several people shopping for a laptop. If they find what they want for less than $1,000, Microsoft pays for the computer.

"Apple had a pretty big advantage, historically, when we look at our data," says Ted Marzilli, global managing director for BrandIndex at consumer polling service YouGov. They made Microsoft products look "old, stodgy, complicated to use and unhip." But Marzilli says that Microsoft's offensive has particularly resonated with parsimonious younger adults.

But it's not just the economy, Marzilli feels, that's changing people's perceptions. As the data show, Apple led Microsoft in terms of value perception among the 18-to-34 crowd far after the financial crises really became hot and heavy in September 2008. He credits the Crispin Porter & Bogusky campaign that began last fall with humorous spots starring Jerry Seinfeld and Bill Gates for the turnaround.

There are several interesting comments to the story from both Apple and PC zealots.

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