New Windows Phone 7 web ads to tout features

December 13, 2010 | By Surur

Crispin and Porter, Microsoft’s ad agency, is taking their ad offensive to the web, with a series of flash ads that, if the user choses will take over most of the web page for a short period.

Microsoft’s advertising campaign for Windows Phone 7 appears to be a much welcomed second phase, where the features that define the OS and its phones are being pushed.

In the ads, as can be seen in the video above, after the mandatory glance and go pitch, Microsoft is pushing its social network integration and Zune features, two features central to Windows Phone 7 which have not seen much exposure at all so far.

More videos can be seen Crispin Porter’s Art Director’s website here.

About Surur

Site Admin and Windows Phone enthusiast, he has been using Windows Mobile devices since before they were called PocketPC’s. He is currently sporting a HTC 7 Trophy.

Tagged marketing, video, windows phone 7

moonman

They said they want to popularize the brand name "Windows Phone". When that's done they will focus more on specific features and scenarios where WP7 shows its goodness. And that's exactly what is happening. People are just too impatient.
hvakrg

Looking at that video, the way it all of a sudden skips to the zune player makes me think of a feature that I think could work great on a phone and that's gestures for the native apps. No matter where you are on your phone if you draw a Z on your screen it jumps to the zune player, if you draw a P it jumps tothe people hub, and X for Xbox. You should only be able to jump to the Microsoft hubs opening it up to others would only get messy, and developers should be able to set a tagg that disables this feature from inside their apps, this tagg especially be usefull for games and other apps where you move your fingers around the screen alot. What do you think?

http://www.facebook.com/wixostrix Edwin Michael Rodriguez-Duplesis

+1 That is an amazing idea. To the message boards!!!
Just Visiting

Sounds cool! You might want to patent this idea though, with the quickness!

pinguino1

I´m not impatient. It just goes beyond my comprehension, how multimillios dollar advertisement agencies, ignore the most simple basics of marketing: BENEFITS BEFORE FEATURES. The public don´t buy anything because how many buttons or megas something has. Their ego goes first: How they feel. Don´t believe me? ask Steve Jobs how he sold millions of iphones, lacking the most simple features.

So I´m glad that they are waking up.this ad makes people feel something about Windows Phone.
.

hvakrg

Waking up? You make it sound as if they all of a sudden ran out and made some new adds. It's not just about pumping out great adds at random. It's all about a long time stratergy, and personally I think they're building the WP7 awarenes in a very clever way. First with small teasers of what the phone can do for you, and now they start going more in depth. Looks like a very good stratergy to me.

pinguino1

RESULTS! that's what count.. Strategies are right when they get results. At launching Androids and iPhones got results they target People's Emotions" and had a Clear message so they sold millions in the first few weeks.

WP7 had almost a year in advance, they have multiple manufactures, dozens of models for every taste, we have already 3 months into the lauching and still I don't see the numbers the competence did.

Strategies? They blew it with the "REALLY?" commercials series. Good commercials BUT they lacked clarity, In the ad It seems people love their phone, they are so concentrated on it, it must be good. So the viewer's mind want that phone. Unfortunally iit is not a WP7.

I really hope they win people's heart this time. Then will be easy to win their minds.

hvakrg

Well I don't really see how you can draw the conclusion that they love their phones in the "really?" adds, personally I find it to be very clear that they're prisoners of their phones. And no they didn't blow the stratergy with these adds. I don't live in the US, so the I don't get the full add penetration in everyday life, but here is the impression that I have gotten through websites such as this and when they forget to censor the adds during games on NBA leaguepass and NFL gamepass

– First they ran adds showing what todays phones are like (prisoners)
– Then they ran adds showing people using WP7 (glance and go)
– And now they are starting to show off the hubs.

pinguino1

Let's agree that we disagree in strategies.
Can we agree that the ONLY thing that counts is RESULTS? Can we agree that people buy emotionally and justify the purchase logically?
Without going into my background if I don't bring results my company would fire me regardless of my startegy.
We are geeks. We love features. The rest of the world (99% buyers) aren't geeks and they love a benefit that make them feel good and happy and accepted. That works! Why Can't we learn from iPone and Android?
Number one is what makes WP7 different!!! the hubs!
Showing the negatives of others doesn't work to convert fanboys particulary in that ad with a generic phone.
Showing people using the phone? not enough. Showing people using the hubs is Ok.
But showing people feeling excitment when using the Hubs plus others feeling envy that you have one… that's emotional… that sells.
Then you explain to your wife why you spent $600 in phone using LOGIC. (features, megas, mghz etc)