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Advertising for Executives
January 29, 2009 Can you reach executives with advertising?
Microsoft is betting you can. And it's a big bet: $150 million to be exact.
The new ad campaign has the slogan "It's everybody's business." The spots feature executives talking about how technology has helped improve their businesses.
The campaign is innovative for a few reasons, and reflects many of the principles of effective executive engagement.
First, the executives are talking to other executives as peers in a candid, informal way.
Second, the executives are talking about their own business challenges, not giving testimonials of Microsoft products.
Third, the spots have been animated to make them visually appealing and bring the ideas to life.
Here's an example with the chief marketing officer of Coca-Cola.
The inspiration for the spots was the award-winning short film "I Met the Walrus."
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Reader Comments (1)
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