Microsoft beats Apple with Apple's own weapon

7th November 2008

Employees of the Trade Center Apple Store in Birmingham, Britain, were extremely surprised to find near the entrance of the shop a booth, decorated with the logos of Windows and Iâ€™m a PC. Over the several days promoters had been inviting all passersby (including visitors of the shop) to drop into the booth and say a few words about their love of personal computers.
This action is one of the stages of advertising campaign aiming primarily to restore the good name of the operating system Windows Vista, impeached by the competitor in a series of well-known advertising trailers â€œIâ€™m a Mac, Iâ€™ m a PCâ€.
Microsoft plans to spend $300 millions on restoring its reputation. Several months ago, the corporation has offered to the advertising agency Crispin Porter & Bogusky to beat the competitor with its own weapon and use Appleâ€™s findings in the preparation of the backstroke. That is how â€œIâ€™m a PC was born. As part of the campaign, Microsoft has also offered visitors of the site to upload their videos and photos showing their allegiance to PC. On the basis of these amateur videos, the company produced several professional advertisements intended to be broadcasted on TV.