Microsoft, and their agency, CP+B seem to think they hit a nerve by attacking Apple on price in the "Laptop Hunter" TV campaign currently running here in the US (maybe it’s over there as well, let me know) because they've now decided to employ the same tactic in a much tougher fight, Zune's underdog battle against the iPod. A new spot features Wes Moss — Certified Financial planner and unsuccessful contestant on that dreadful TV show "The Apprentice." In a spot reminiscent of a late night infomercial selling miracle stain removers, he explains that filling an empty 120GB iPod with songs from the iTunes Store at a dollar a track would run you about $30,000, whereas you can listen to all the music you want with a $15-a-month subscription to the Zune Pass streaming service.
So, you could maintain your Zune Pass membership for more than 166 years for that 30 thousand, if you can find a miracle drug that keeps you going that long. But, if you stop paying, you're left with nothing but memories (plus the 10 free songs a month that the Zune Pass allows you to keep). Strangely, the spot doesn't even mention the Zune itself; so a non-techie viewer could be forgiven for thinking that the Zune Pass was an alternative service for iPod users.
But going head to head on hardware probably isn't the best option for the Zune anyway. The first step is to try to introduce doubt about committing to the Apple ecosystem by arguing the benefits of subscription over ownership. It's a fair argument, depending on the users needs, but one that hasn't helped other subscription services like Real's Rhapsody slow down the explosion in iTunes sales.
Just like CP+B’s ever changing campaign for Windows, I don’t think this mediocre effort on behalf of the Zune will do much either. Watch for a new campaign shortly, and some bullshit about how this one is all part of some mysterious long term strategy.
An ex-wife once told me that desperation is never attractive. Perhaps this is a lesson that Microsoft should learn.Rental might work fopr movies but just doesn't for music as we all like to browse our libraries. The Zune has long been in life support mode and it's time for Microsoft to turn off the respirator rather than flog it to life. Perhaps they are unsure of what they do well in the consumer space which is why sticking their upturned thumbs on their noses is the marketing response.
Ditto. Music rental as an idea has no legs. At all. Period.
And the 30K assumes you don't own or have access to a single CD, or USB turntable to convert all those lovely vinyl records you've got stashed away.
ermmm.. people still actually buy music?
Guys...
Just like the windows advertising, this is yet another strategy based on price (notice, I didn't say value) and this economy you can make that argument... With one big fly in the ointment. All the MS ads are aimed at Apple users, in an attempt to entice them over to the dark side. Apple freaks will never be persuaded to switch on a price platform. As the red haired actress in the first laptop hunter spot said... I'm not cool enough tor Apple... And that's it in a nutshell.
Cheers/George
George Parker
Blogging for:
Member since: 03 Jun 2008
Last login: 17 Nov 2009
Total Posts: 831
