2010 BRONZE

CONSUMER ELECTRONICS

REAL PC

MICROSOFT, MICROSOFT

Gayle Troberman, General Manager Advertising and Customer Engagement, Microsoft

CRISPIN PORTER + BOGUSKY

Heather Faunce, VP/Group Account Director
Kate Frazier, VP/Account Director
Andy Nathan, Account Director
Andy Sackmann, Account Director
Kate Higgins, Management Supervisor
Chris Ingwalson, Management Supervisor,
Dagny Scott, VP/Group Director
Lindsey Allison, Associate Director
Glenn Maddocks, Management Supervisor

Subject to Mac's attacks, Windows was losing market share and mindshare. Our challenge was to breathe new relevance into a brand and product that people took largely for granted and often didn't buy directly and to do it during a time of no product news. By embracing and amplifying the brand's underlying truths of democracy and value, we simultaneously gave meaning to an invisible operating system and depositioned our competitor as elitist. Market share, value perception and favorability measures reversed course, meeting our key objectives of preference and share protection.