Microsoft begins Zune campaign
By Adnews Staff
Microsoft Canada has begun a holiday campaign for its Zune line of digital media players. This is the first national brand awareness campaign for the product line since its Canadian launch in June. The initiative, developed by MacLaren McCann, includes radio commercials, posters in bars, magazine ads and online materials. The creative depicts four kinds of music listener who use various features of the devices. The radio ads feature an "Explorer" who finds new music with the Zune's radio tuner and an "Evangelist" who uses the Zune online community to discuss music with others. The posters and print ads feature a "Musical Glutton" who hoards as much music as possible and a "Kustomizer" who who personalizes a Zune with text options and a laser-engraved design.