Lady Geek

Belinda Parmar

I am loving the evolution of the I am a PC campaign. Its warm, personal and positions Microsoft as a champion of humanity rather than a cold, distant high functional technology brand which mainly appeals to men. Women use technology as a means to creativity and to provide meaningful human interaction in their life. http://www.youtube.com/v/DtilWL4mnhI

One of the ads features a 4 and a half year old Kylie (too cute for words) who uses Windows Live Photo Gallery to send a picture of her fish to her parents.

The strategy is simple: technology so simple that a 4 and a half year old could do it. Another features a small boy has a large construction ranged all around the kitchen, and demonstrates taking lots of pictures of different parts of it, transferring those from the camera to a laptop, and then stitching them all together to make one. Its a thankful departure from Microsoft's unsuccessful retort to the Apple ads which was the wrong strategy for a myriad of reasons I have discussed before. This is about what Microsoft stands for and gives them a narrative that goes beyond their product.

Its not about the piece of kit. Its about how you use technology to enhance your home. Its not about the spec. Its about what that spec enables you to do. Its not about the photo. But the memory and signal you are sending to those who you send it to. It starts to take Microsoft from being part of 'my office life' to being at the 'centre of my home. '

Not a bad place to start.