Meet Lauren, Microsofts new weapon against Apple.
It looks like Microsoft may be onto Apple's achilles heel. Where is it? Cost. With the economy so bad, people are starting to weigh cost to performance to coolness. Microsoft has a new campain, that focuses on cost. Apple products simply cost too much.
Her name is “Lauren” and she’s making the Apple (AAPL) guys nuts.
She’s the young, hip, Volkswagen-driving redhead who stars in the latest Microsoft’s (MSFT) TV campaign. Told that if she can find a 17-inch laptop for under $1,000 she can keep it, Lauren ends up — to the Mac aficionados’ dismay — with an HP (HPQ) running Windows Vista.
“I would have to double my budget, which isn’t feasible,” Lauren says as she drives away from an Apple Store, where 17-inch notebooks start at $2,799. Then she sighs and delivers the ad’s coup de grace: “I’m just not cool enough to be a Mac person.”
Crispin Porter + Boguksy, the agency that produced the ad, has clearly hit a nerve. The campaign goes directly at what may be Apple’ biggest vulnerability: the growing price differential between Macs, which have largely held their prices through the recession, and PCs running Windows, which have been engaged in a brutal price war that forced the industry’s average selling price down more than 13% in the last quarter of 2008 alone.