Back in 2001 Microsoft launched the "Soar" campaign to market Windows XP. Six years on Microsoft has launched the "Wow" campaign to market Windows Vista. How do the television advertisements for the two operating systems differ?
• 1:00min runtime
• Story-driven - continuous journey
• Fantasy
• Very audible background music
• Upbeat, lots of action, movement
• Eight scenes with the operating system in action
• No speech
• $200 million advertising budget
•1:00min runtime
•Theme driven - each scene is separate
•Real experience
•Ambient background music
•Emotional, inspirational, slow movements
•No scene of the operating system in action
•Speech & voiceover
•$500 million advertising budget
The Windows XP “Soar” advertisement shows how Windows XP benefits the user in eight separate scenes. On the other hand the Windows Vista "Wow" advertisement doesn't show the operating system in action at all. If you exclude the Flip3D sequence, it doesn't show any useful features or even what it is. Although both advertisements are very good, it is interesting to see how times have changed.
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2 comments:
The only good thing on Vista is DreamScene - there's nothing else to show on an ad that would recommend it. With XP, however, the stuff they showed on the old ad like video editing & instant msgs was actually revolutionary.
Vista has nothing to ad to XP or any other previous operating system - so ofcourse they don't show anything in adverts!!!
lol its basically like a small upgrade, with a whole new skin to it.
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