剛看到的新聞
Microsoft新版推出,用女王ray of light的概念當廣告詞
付給女王的錢一定很可觀吧!
這個廣告在本月將在全美電視,街頭及全球網頁上問世
Madonna's 'Ray of Light' sets tone for new software
pitch Posted Friday, October 12, 2001 by Nordine
By PEGGY ANDERSEN
The Associated Press
10/12/01 2:19 AM
REDMOND, Wash. (AP) -- Microsoft's advertising
campaign for Windows XP, toned down after the Sept.
11 terrorist attacks but promoted as the company's
biggest pitch since Windows 95, is keyed to a
Madonna song and the slogan: "Yes you can."
"This is the promise, this is the empowerment" of
Microsoft's desktop operating system, said Stephanie
Ferguson, director of the company's PC Experience
Solutions Marketing Group.
Microsoft's 60-second TV spot starts out with a guy
leaping through a green field and then lifting off
into a sunny sky -- a landscape lifted from Windows
XP's default "bliss screen."
Then there's a series of images of people using
Windows XP for real-time communications, to
collaborate in an airy restaurant, to relay digital
images of flying people, watch video, listen to
music and more.
The pace is set by Madonna's upbeat "Ray of Light,"
which begins: "Faster than the speed of light, she's
flying ..."
"You soar," bright white letters read. "Yes you can."
The U.S. ad campaign begins Monday -- on TV, in
magazines and newspapers, and on taxicabs and buses.
To whet users' appetites, 11 million auto-demonstration
CDs offering a sampling of Windows XP will be mailed
out with magazines and handed out by Microsoft's
business partners.
Ferguson declined to say what the ad campaign cost,
beyond the previously disclosed four-month budget
of $200 million for marketing.
Nor would she say how much Microsoft paid Madonna for
the rights to her song -- or compare the price to
that paid the Rolling Stones in 1995 for "Start Me Up."
The campaign kickoff comes 10 days before the product's
official Oct. 25 launch in New York City. There will
be 62 other launch events around the country, reaching
about 100,000 people, Ferguson told reporters -- and
more in other nations. Ads outside the United States
will begin shortly after Oct. 15, and online ads will
follow the launch.
The first TV spot -- a 15-second teaser -- will appear
on ABC's "Monday Night Football." Then 15- and
30-second spots will show up on all the networks. The
60-second spot will debut during prime-time programming
next Thursday.
The campaign was reworked after the terrorist attacks
Sept. 11 -- the tag line changed from "Prepare to fly"
to "Yes you can," for example, to sidestep new concerns
about air travel, Ferguson said. She declined to detail
the effects on costs, but said the primary impact was
on man-hours.
And Chairman Bill Gates consulted with New York Mayor
Rudy Giuliani about whether his city -- where the World
Trade Center was ravaged by suicide assaults using
domestic airlines -- was still interested.
The message from all parties since the attack has been
"continue to do business," said Shawn Sanford, group
product manager for Windows XP.
"We feel it's the right thing to do: moving forward."
來自:http://www.inside-madonna.com/ 的消息
--
※ Origin: 交大機械工廠 ◆ From: pc89.cable63.tku.edu.tw
--
Madonna 近期熱門文章
PTT偶像團體區 即時熱門文章
34
58