What’s The Problem?
With Macintosh leading a global brand war and Microsoft perceived as uncool, technically
inefficient, and lacking human values, where do we go after uniting our users, “I’m a PC”? How
do we make PC users proud of their machines despite the bugs, faults and crashes plagued by
Windows?
Who Are We Talking To?
All PC-users, who work with Windows for different reasons: because it’s accessible, it’s most
popular, all their friends have it, it’s required for their job so they also have it at home, or there’s
simply no easy alternative. The one thing that unifies them is a shame of PC and Windows. They
know, that Microsoft products are imperfect, but they also realize that they have important
advantages over Macs and in many situations are irreplaceable. They don’t want to feel dorky,
worse, or not so cool as Mac’s users.
The Main Idea?
Create / overpower / tame / posses / conquer / master YOUR OWN MONSTER
Why Should They Believe This?
Windows is the basic platform for all other software needed for anything. From entertainment,
music, gaming, engineering, science or business. Third party support is plenty and strong with a
plethora of software and options for customization.
Thus, no other platform gives you so much freedom of choice to stuff your PC with whatever you
need to make it work better for you. The power of Windows lies in its users, who can harness
technology with complete control to realize his/her passions. It depends only on the PC user how
far they want to tame, reinvent, mute their ‘monster’ to make their ideas come alive.
What Tone of Voice Should the Advertising Have?
Empowering. Celebratory. Liberating.
What Practical Considerations Are There?
Leave all products out of the conversation. We’re not selling software, we are even not selling
Windows or Microsoft brands. We are building deep friendships between the machine and its
user based on acceptance, mutual support and common passions.
Envision a highly emotional image campaign personalizing the PCs and underscoring human
beliefs and values shared by PC users, rather than any product attributes/tech innovations.
Life Without Walls should be a tag line used in conjunction with whichever other tag ideas you
may have. Though we’re selling software products advertising shouldn’t focus strictly on them.