Microsoft’s Great B2B Viral ‘The Break Up’

Written by Igor Beuker on March 23rd, 2008 |

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”.

I say: consumers can still be reached like in the old days, but many brands and their consumers just don’t hang out in the same places anymore. I feel this Microsoft The Break Up viral commercial clearly shows the huge gap between advertisers and consumers. What’s your opinion?

Other viral internet commercials launched by Microsoft are: Context Matters 1 and Context Matters 2.

Source: Buzzing Bees.

Comments (1)

Leave a Reply