These days, there is an active TVC campaign of Windows 8 going on the air.
A family is negotiating a job for their son in Dubai with an agent for few lakh rupees when a wise lady enters the scene with a laptop, opens a job site (monsters.com?) and shows there are a plethora of jobs available as shown on the web site, and her price for the service is only ‘Two Gulab Jamuns’.
There was a similar campaign earlier showing a range of options available on a matrimonial site (bharatmatrimony.com?) while searching a groom for a daughter, making the humble Panditji look irrelevant and helpless in the face of the new ‘competition’.
Ok. These are well produced TVCs. But what about the brand communication? Is Windows 8 positioning its relevance on making job agents or Panditjis irrelevant? We all know, it can do much better.
I think the TVC is so completely irrelevant to the product, that with this same communication, the very same TVCs could have been shown to promote the laptop brand or job site (or the matrimonial site). Without ANY change in the TVC. The irrelevance of the story and the communication to express what brand Windows 8 has to offer is starkly obvious.
A job site or a matrimonial site can be opened on any machine running any OS or any smartphone running any OS. What is so great about Windows 8 being able to open monsters.com web site? Which other OS can’t do that utterly routine task?
Where is the differentiation? Does the TVC say about Windows 8 being different in any way? No.
And, which segment is Microsoft targeting? It seems Microsoft is targeting the ones who are looking for jobs, brides or grooms for their children, i.e. the retired people. May be they are trying to demonstrate the ease of use through the ‘touch’ feature, but the communication is not matching or hitting that objective either. Moreover, Apple and its clones have made ‘touch’ a given and not an ‘exclusive’ feature, which can be a worthy point of differentiation.
Also, the offer of EMIs seems inappropriate. Does brand Windows 8 have to sell on price and EMIs? Is it that bad? I don’t think so. I am sure Windows 8 has a lot of exclusive features and benefits which can be talked about.
I think either the company and the agency are up to some very highly strategic communication agenda or they have completely missed the point. To me, the latter seems more likely.
Sometimes, even the giants miss smaller, simpler points. And they end up selling jobs, brides and grooms for selling their Operating Systems. Bad barter…