‘Laptop Hunters’ ads give Microsoft a brand boost over Apple

Love them or hate them you cannot fail to applaud the ‘Laptop Hunters’ ad campaign which has dominated the Microsoft vs. Apple debate of late. And it’s no wonder both the Apple fanboys and Apple itself are getting so hot under the collar about the ads. A new survey shows they are working in Microsoft’s favor and costing Apple big.

Apple has been on top for quite some time now in the advertising stakes, beating Microsoft at every turn with its innovative, fresh, and young-oriented Mac vs. PC campaign. These ads show a cool and relaxed Mac dominating a stuffy and stressed-out PC in the areas Apple deems appropriate.

Microsoft, on the other hand, has been sticking to tried-and-tested formulas in its efforts, mainly because with a 80 percent market share it really doesn’t have to push hard to stay on top. However, with the hiring of the Crispin Porter & Bogusky advertising agency and the beginning of a $300 million campaign, Microsoft showed its intention to push hard anyway.

The Jerry Seinfeld and Bill Gates ads may not have been successful but the more recent ‘Laptop Hunters’ ads have certainly been so. For those not up to speed, the ads show consumers shopping for a laptop on a budget, all of whom end up buying a PC over a Mac for various different reasons. They’re fun while getting the message across that Macs are too expensive to ever be value for money.

That’s not me saying that though. AdAge reveals the latest data to emerge from BrandIndex. This is a consumer group that focuses on the value of brands by interviewing people about their “value perceptions.” The results from the surveys conducted since the ‘Laptop Hunters’ ad campaign began show the positive effect it is having on Microsoft.

In February, Apple had its highest rating amongst 18 to 34-year-olds of 70 on a scale of -100 to 100. At the same time, Microsoft was sitting at near zero. Today, Apple has dropped to a rating of 12.4 while Microsoft has rallied to an impressive 46.2. It seems, among the young at least, the ‘Laptop Hunters’ ads are getting the message across loud and clear.

The ‘Laptop Hunters’ ad campaign has come at a time when an increasing number of people are feeling the pinch of the recession. Apple might witter on about how it is a company aiming for people with money to spend on premium products but that just isn’t going to cut it when people are looking for value for money above all else. On that score Microsoft and Windows-based PCs win by a country mile.

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