After a successful 2013 campaign that had iPad’s Siri embarrassingly outperformed by Surface’s key differentiators, Microsoft is back to take on the MacBook Pro. In its new campaign, the ads are designed to position Surface as the “laptop killer.” Microsoft has released three ads on YouTube, one of which, “Power”, has debuted on national television so far. Here’s how the ads performed and how they stack up against their competitive set.
These three new Microsoft Surface ads are among the top performing Computer Hardware ads in the last twelve months – all three coming in 16% or more above the 12-month norm for the Computer Hardware category and 8%+ above the current 90-day norm. And while the ads skew female, men scored the ads, on average, 10% above norm.
The ads are incredibly effective at imparting information; all three ads earned Information scores 12% above the current 90-day norm. Each ad is able to break through the clutter with strong Attention and Likeability scores, but it’s the ads’ ability to connect and inspire passion for the product and brand that is most noteworthy. Change and Desire scores soar with the top performing spot, “Head to Head,” earning a Desire score more than 110 points (18%) above the norm.
Of the nearly 950 comments optionally left by consumers for these three ads, 5% used the word “want,” 7% “cool” and 8% used the word “very”. The “very” word cloud appears below to demonstrate what consumers were most enthusiastic about.
Aside from the creative attributes identified thus far, why are these ads so powerful?
Since the introduction of the Surface, Microsoft has focused first and foremost on the flexibility, functionality and features of its combo tablet and laptop. Meanwhile, a look at the Apple ads running congruently with Surface’s introduction reveals Apple’s preoccupation with design. Apple is spending its creative energy on ads that depict the beauty and elegance of its iPad and iPad Mini and, more recently, simply featuring an image of the MacBook Air trimmed-out to show “the notebook people love.”
So, does form in fact follow function? In this case, yes. While Apple’s iPad have performed well – particularly with Apple loyalists – the Microsoft ads have engaged a broader and slightly more enthusiastic audience, evidenced in the overall higher Ace Scores and exceptionally high Desire and Change scores.
In fact, for the past two years, Microsoft has given Apple a run for its money, creatively speaking.
And based on the brands who have aired more than a single Computer Hardware ad in 2014, Microsoft claims the highest average of every single component score save Attention where it falls short by one point. Not only does Microsoft grab the Persuasion component crown, but it also claims the highest placement on the Emotional Sentiment index with an average ESI of 57 versus Samsung’s 54 and Apple’s 53 on the 1 – 100 index.
But being the highly competitive category it is, two new iPad ads just popped into our LIVE system this morning (and included in the calculations above). Apple has stayed steady with its “Your Verse” campaign, grounded in the Dead Poet’s Society voiceover by Robin Williams (may he rest in peace). The latest in the series features profiles of “regular” people doing extraordinary things with their iPads. This has been a key element of Apple’s approach to product ads for the past year or so – where the technology and features while incredible, may be less relatable to the average consumer. This may account for the gap between Relevance scores for Apple versus Microsoft, who has consistently focused on highly relatable feature demonstrations.
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