To achieve your goals in the market for touch tablets and smartphones, you need to regularly renew your strategy and use every tactic. Microsoft and Apple have well understood and integrated it into their promotional campaigns. Whilst Apple continues to fight against Samsung and try to ban some of its products in different countries, Microsoft has every intention to take advantage of this war to get ahead. Currently, Microsoft exchanges iPads in America for vouchers to use on its product range. With a minimum repurchase of 200 dollars, the company is counting on the financial attractiveness of this initiative to convert Apple customers to its own Surface RTs.
Another example is its communication campaign for the new Windows Phone Nokia Lumia 1020 based on adverts making fun of its two competitors with the clear message, "Don't fight. Switch." And in addition to the two brands, Microsoft also mocks their clients, who are waging a real war, if you believe the adverts. Other videos previously put on line caricatured the new iPhones 5C and 5S, before being taken off by Microsoft with a few excuses.
This system of humorous direct comparisons in adverts is somewhat reminiscent of the Apple adverts comparing PCs and Macs, a few years ago.
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