Microsoft – Live Battle
Brand: Microsoft Windows Live Messenger
Markets: Germany
THE MARKETING CHALLENGE AND BRAND INSIGHT:
Microsoft wants to increase the presence of its Windows Live Messenger software among younger people. But Microsoft is not seen as particularly 'cool' among this target market who tend to prefer rival instant messaging packages such as ICQ which is gaining ground at Live Messenger's expense.
Although most young people use instant messaging, the medium is particularly popular with younger groups. Both Live Messenger and ICQ are well-established in the marketplace, and ICQ has especial saliency with younger age groups.
We...