Microsoft brings single vision to Asia

Microsoft is bringing its single ad campaign, which markets its entire range of products under the Microsoft brand to Asia, with plans to localise the campaign for 10 markets across the region.

The multi-million dollar global ad campaign first rolled out in the US and UK, and marks the first time Microsoft has advertised all its products in one campaign.

Running with the tagline "It's a great time to be a family", the campaign shows how all its various Microsoft products work seamlessly together to bring families and relationships closer together. Globally, the campaign rolled out in 35 markets.

In Asia, the campaign runs in Singapore, Hong Kong, Australia, Thailand, Taiwan, New Zealand, Malaysia, Philippines, Indonesia and Vietnam.

Frederique Covington, chief marketing officer lead at Microsoft Asia Pacific, said Microsoft realised consumers today don't really know the full breadth of its product range.

"For instance, gaming enthusiasts would know about our Xbox and Kinect and people who use Office, but the awareness that we are this gigantic family of products that allows you to have all these experiences seamlessly from your phone to your PC to your gaming device, we hope people will come to realise that...

"We want to be more of an experience brand," she said.

The campaign will run with executions in print and on television and will also leverage heavily on digital, especially in areas of search marketing.

The campaign first rolls out in Australia from 7 November, with the other markets following in the same month. The campaign will run until next year.

Crispin Porter & Bogusky was behind the campaign in the US, with Wunderman responsible for the Asia Pacific rollouts. UM was the media agency behind the campaign across Asia.

Microsoft has also tied up with co-creation agency Eyeka to engage audiences in each market to ask what the campaign means to them.