Microsoft's "It's a great time to be a family" Marketing Campaign
However, our TVs aren’t completely void of Windows Phone, it simply doesn’t appear in its own campaigns. Where it can be found, however, is in Microsoft’s new campaign, "It's a great time to be a family", which features various domestic uses for Windows 7, Microsoft Office, Windows Live and Windows Phone.
These are fun adverts. One features an embarrassing “Dad dance" being captured on a Windows Phone, shared to a PC and quickly edited before being streamed to the TV to the amusement of the gathered family, while another shows an engaged couple announcing their forthcoming union on the web and being messaged so much that they decide to elope.
A third – a personal favorite – features a man using OneNote on his Windows Phone to do the shopping. As he checks items off and heads to the checkout… more items appear, and the advert cuts to him running around the store picking up various items of confectionary until the penny drops, and we cut to a couple of children sitting in front of a Windows 7 PC witnessing the message “Do your homework!"
The magic of these adverts is that they don’t tell the viewer the name of the products, simply that all of these things are possible with Microsoft. (If you were wondering about the third advert, OneNote can be synced to a Windows Live account, which enables the list to be updated across the web.)
What is particularly interesting, though, is how Microsoft is now positioning Windows as a family brand, in sharp contrast to the popular view of Apple Mac users as single, professional twenty- or thirty-somethings. It’s a clever tactic, and if the reception of the adverts is anything to go by it could have a similar impact to those old “I’m a Mac. And I’m a PC" adverts... without the smugness, of course.