Today we’re introducing the next chapter in the ongoing Windows Brand Campaign – an exciting new series of ads called Laptop Hunters. These new ads trace real people as they go on a hunt for a new laptop. For many people looking to buy a new computer today, it is likely that if they make purchase it will be a laptop. Laptop sales increased more than 20% last year.
The Laptop Hunters are not told they are taking part in an ad campaign by Microsoft. Instead, they think they are participating in market research. Each participant set their own budget for a laptop to meet their own unique needs. We then provide the participant with cash and sent them out to find and purchase a laptop – all in a single day. We followed them with a camera crew throughout the course of their hunt and recorded their experiences. Everything is completely unscripted. Once the participant finds and purchases their perfect laptop – we inform them out in the parking lot that it’s actually Microsoft and this was part of our Windows brand campaign. The participant can of course decline to be part of the ad series if they so wish.
In the ad making its debut today, we’re introduced to Lauren who is on the hunt for a new laptop under $1,000, a budget she set herself. She is out to find a laptop that has “speed”, a comfortable keyboard and a 17” screen. Here is Lauren’s hunt:
Lauren’s hunt is a good example of real people finding Windows PCs a better fit for their whole lives with the right value.
We define the right value as simply benefits + cost. Windows PCs offer more “bang for the buck”. Competitors offer laptops that often cost quite a bit more, even though they have less powerful hardware, and can’t offer technologies such as Blu-ray, HDMI, eSATA, and 3G wireless broadband connectivity. When buying a laptop, after all, purchasing a laptop is an investment right?
The current state of the economy is forcing people to cut costs and save as much as they can, which means that people are looking for laptops with the most value at the lowest cost possible. According to NPD data as of February 2009, 74% of people looking at buying a new computer rated price as their most important purchasing factor.
Windows PCs have the benefits people want at the price point they like. They also offer choice and flexibility. If a person is a gamer, they can get a gaming PC for example.
In the coming weeks, you can expect to see more from Laptop Hunters as we follow real people on the hunt for a laptop.
Be sure to check out the Laptop Hunters website on Windows.com too!