Microsoft’s Great B2B Viral ‘The Break Up’
That great viral commercials also work in the B2B market is proven by Microsoft Digital Advertising Solutions. Microsoft’s viral campaign bring the love back won a Mixx Award in Belgium in the category brand awareness.
I think that the Microsoft viral commercial below, shows in a painful way, that advertisers don’t understand modern consumers’ behavior at all. Which I feel is totally true in too many cases.
If I look at the media-mix of many brands, only 3-5% of their total media budget is allocated to online, while the media behavior their target group is spending about 40% of their daily media time at the internet. The brand managers that will not tweak their media-mix, will be the ones that keep complaining: “it’s so difficult to reach my target group these days”.
