Johnnie Walker is still walking

This is brilliant work by BBH London for Johnnie Walker and his “Keep Walking”.

A Scottish actor telling the story of the man, the brand and the slogan while keeping on walking.

Storytelling at its paroxysm.

Microsoft moving ahead of Apple in Mac V/S PC battle

In the ever-ending battle between the two manufacturers, it seems Microsoft’s last campaign “laptop hunters” has found attentive reception and long-lasting impact in the minds of consumers. The campaign basically positions Macs as too pricy, and features average 18-30 year-old people who would really like to find all they want in a laptop for less than a 1000$.

The study comes from Brandindex and concerns value perception of both brands concerning laptops. The graph is pretty self-explanatory:

Many factors play in favor of the campaign here.

First, it is mostly targeted at young adults, who typically have less disposable income than their older counterparts.

Second, with the whole economic situation, even higher-income consumers might tend to look for “value” rather than image.

Facing these circumstances, Apple’s strategy of agressing Microsoft by making it “defensive, old, complicated to use and unhip” doesn’t seem to be very rewarding.

On a scale from -100 to 100 (a score of zero means that people are giving equal amounts of positive and negative feedback about a brand), Apple fell from a score of 70 a few months ago, to 12.4 while Microsoft moved from nearly zero to 46.2.

These wide movements in brand perception are rather unusual in such a short period of time, and, according to brandindex are, in major part linked to the impact of the campaign in consumers’ minds.

The battle is far from over folks  😉