LONDON (Brand Republic) - Microsoft is launching a $150m global advertising campaign today to promote its consumer portal MSN.
The campaign is part of a $1bn publicity drive to promote the new version of Microsoft’s MSN Explorer software. Microsoft aims to position MSN as a global brand and capture market share from its arch-rival AOL.
AOL is also due to launch its AOL 6.0 software today, featuring instant messaging, email services and content. Both companies are set to announce new products at the Internet World show in New York today.
The print, television and radio campaign, all through McCann-Erickson, kicks off in the US and rolls out in 33 countries. This is the first global campaign Microsoft has used for MSN -– until now it has used different agencies in different countries.
The latest local UK ads, created by Euro RSCG, will be replaced by the global work, although it is understood that some radio and promotional activity will be done through local agencies.
The campaign targets novice users and portrays people using MSN to perform everyday tasks.
www.msn.com