Apple starts new ad-campaign against Microsoft
a german friend sent me the following note (found today in a newspaper):
[quote]The American computer manufacturer Apple expands its marketing campaign against Microsoft. The announcement belongs to install in Apple net curtain additionally Windows computers in order to demonstrate to potential Macintosh customers so the alleged superiority of the internal products in the contrast to the Windows operating systems. At the same time however today also 50 million a US dollar expensive ad campaign in the USA begins.
Into numerous print and TV media country-wide Mac user to word, the Windows comes recently the backs to have turned is and of the "end of a bad relationship" to tell. Following the blue screen with error messages Windows is called also the "blue screen of death". According to data of Apple boss Steve Jobs concerns it with the advertising Ambassadors persons, who communicated Apple without being asked their positive experiences with the new Mac world. The campaign "Real People" is the largest since the occurrence Apples with the "Think Different"-Slogan in the year 1998, said Jobs.
Observers according to the Apple scene many transfer-willing PC users are afraid of the consequences of a decision for a Mac computer -- although it gives according to its opinion for it no reasonable reason. Rather affect Microsoft with 95 per cent market share above all the psychology of humans and with it their purchase behavior. "there are importantly more people, which use Windows computers as people without computers. Our target group is thus clearly defined ", described Steve Jobs. In the world-wide computer business Apple holds at present approximately five per cent market share , which would double Jobs gladly.<hr></blockquote>
[quote]The American computer manufacturer Apple expands its marketing campaign against Microsoft. The announcement belongs to install in Apple net curtain additionally Windows computers in order to demonstrate to potential Macintosh customers so the alleged superiority of the internal products in the contrast to the Windows operating systems. At the same time however today also 50 million a US dollar expensive ad campaign in the USA begins.
Into numerous print and TV media country-wide Mac user to word, the Windows comes recently the backs to have turned is and of the "end of a bad relationship" to tell. Following the blue screen with error messages Windows is called also the "blue screen of death". According to data of Apple boss Steve Jobs concerns it with the advertising Ambassadors persons, who communicated Apple without being asked their positive experiences with the new Mac world. The campaign "Real People" is the largest since the occurrence Apples with the "Think Different"-Slogan in the year 1998, said Jobs.
Observers according to the Apple scene many transfer-willing PC users are afraid of the consequences of a decision for a Mac computer -- although it gives according to its opinion for it no reasonable reason. Rather affect Microsoft with 95 per cent market share above all the psychology of humans and with it their purchase behavior. "there are importantly more people, which use Windows computers as people without computers. Our target group is thus clearly defined ", described Steve Jobs. In the world-wide computer business Apple holds at present approximately five per cent market share , which would double Jobs gladly.<hr></blockquote>
Comments
same for me...still, you get an idea what it means...say hello to harry knowles promoting apple... <img src="graemlins/bugeye.gif" border="0" alt="[Skeptical]" />
[ 06-10-2002: Message edited by: MacsRGood4U ]</p>
not bad, a lot of people have been asking for this for a while, i just hope it has some effect
<a href="http://www.apple.com/switch/"; target="_blank">http://www.apple.com/switch/</a>;
Just watched them all, and it's about damn time they did this kind of advertising.
Has it occurred to anyone lately that Apple actually seems to be getting a little smarter?
ciao
Michael
maybe some "techie-pc-users" will follow, too.
[ 06-10-2002: Message edited by: peve ]</p>
No, seriously, there's alot more cred there when they don't look like supermodels.
ciao,
michael
Only thing i wish they included in the ads was shots of the products they were taking about.
"...So I bought an iBook..." <cut to iBook> "and its great" <cut back>
Something like that. Hey we are mac people, gotta find something to complain about.
Take a look around the site, they have done a nice job explaining a lot of things for people who switch.
WTG Apple!
hope this doesn't backfire.
don't get me wrong! i hate M$ more than i love the mac...
This won't go down well with my friends at the NAACP.
[ 06-10-2002: Message edited by: Nostradamus ]</p>
Anyway, if I could do sonthing different I would have added something about the Apple Retail Stores when the ads are being broadcast in corrisponding areas. Some ads have like as scrolling list at the end. A lot of PC users that are unsatisfied don't really like surfing Apple.com If there was a store 1/2 hour away, they might go there, speak with people, that's what Apple Retail is all about.
<strong>And why only white people? What happened to cultural and ethinic diversity?</strong><hr></blockquote>
I'm almost positive this is a plot against minorities.
<strong>And why only white people? What happened to cultural and ethinic diversity?
This won't go down well with my friends at the NAACP.
</strong><hr></blockquote>
Yes I noticed that too...
Then again they probably just picked the best stories and then called them up to appear in a short commercial... not knowing what color they were...
the fact that all of the commercials feature light skin people doesnt indicate racism or conspiracy...
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© FERRO 2001-2002
<strong>And why only white people? What happened to cultural and ethinic diversity?
This won't go down well with my friends at the NAACP.
[ 06-10-2002: Message edited by: Nostradamus ]</strong><hr></blockquote>
Well, you have that guy from the iMac commercial.
Seriously though, I think this is only the first batch. There were other people interviewed.
* I like them for the most part. They're short, to the point, using real people who say how easy the Mac is in comparison to the PC.
* This is a good idea for apple... they need to aim at the other 95% to show that the Mac just works, rather then just messing around with showing creative commercials that only really strike a chord with maybe 10-15% of the population.
* Is it just me or is the music annoying? I find it detracts from the ad itself. I sorta see why they use the music, I'm assuming to make Windows sound "clunky" (as is the term used by several of the people), but it also makes them sound really dumb at the same time. It seems like they could've picked something that was a bit more catchy to people then this "clunky" music. Maybe it's just me, gotta get some time to let it grow on me or something.
* Could someone please explain Dave Haxton's ad? He first says "It's not just for artists, or pointy-headed intellectuals from California", then goes on to say "It's for us, it's for programmers, and developers." What?
2. I don't think it wil backfire because I think M$ would be afraid to pull software off the platform, given their legal troubles....it wouldn't look too good!
3. I like the ads....but three words, Apple: DORKIEST PEOPLE EVER!!!
anyways, this is what we have been waiting for... i think this is the campaign that will finnaly do it.... 3% will soon turn into 5% and then into 10% within the next year or so... we can all count on it... <img src="graemlins/surprised.gif" border="0" alt="[Surprised]" />
Edit: the comment about the music... i think that it provides a way to connect all the ads together and I think this is a good thing... sure they could have used a more intrusive theme, but i think they wanted the stories to be paramount, not the music... but dogcow's idea of actually showing the person's computer is brilliant... maybe just the dock and their home folders... and desktop... or even them working on the machine for a bit!! there is so much apple can do with these ads...
Edit again: about the diversity of the people in the ads... this is a bit offtopic... but i didnt even notice it until you guys brought it up... this is really getting rediculous that people are so caught up in being PC that they completely miss the whole point of the ads in the first place.... who cares that they are all "white" the color of people's skin shouldnt matter in the first place <img src="graemlins/oyvey.gif" border="0" alt="[No]" />
now I know you guys werent saying that, and were just poking fun @ the NAACP---but i just wanted to mention this... and now back to your regularly scheduled thread.... <img src="graemlins/hmmm.gif" border="0" alt="[Hmmm]" /> <img src="graemlins/bugeye.gif" border="0" alt="[Skeptical]" />
[ 06-10-2002: Message edited by: Paul ]</p>