Category: Creative work | 21st May 2009

Microsoft's PC adverts appear to be going some way to counteract some of the damage done by Apple's ad campaign, according to a new report from BrandIndex.

Daily interviews of 5,000 people were undertaken by BrandIndex since the start of this year.

The company found that with 18 to 34-years-olds, Apple had a value score of 70 in late winter on a scale of -100 to 100, with a mark of zero meaning that equal amounts of positive and negative feedback.

This score began to drop, however, and now stands at around 12, while Microsoft's value-perception score is in the region of 46.

"Apple did a great job of putting Microsoft on the defensive. It made them look old, stodgy, complicated to use and unhip. But Microsoft has started to hit back," commented Ted Marzilli, global managing director for BrandIndex.

Last month, Apple reported customers have downloaded one billion applications from its App Store, perhaps suggesting that their ad campaigns had been paying off.

HS&P's creative team is led by Andy Barwood, Paul Zeidler and Lindsay Jones. Award-winning, integrated creatives, working with strong online and offline production teams to deliver their ideas.

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