Microsoft is taking its fight to Apple and Samsung with marketing campaigns for its Windows 8-fired products that it hopes will produce a blossoming “romance” with consumers.

It is hoped the launch of the new tablet device Surface alongside the recent unveiling of mobile phone operating system Windows Phone 8 and Smartglass app, means more and more consumers are being reached.

Earlier this month, the firm released its first ever family of tablets and said at the launch that the device will be differentiated from the competition due to its in-built apps such as Office and Photoshop.

Managing director of Microsoft’s advertising division Andy Hart spoke to Marketing Week at the Cannes Lions Festival of Creativity and stated that the recent releases will be the “dawn of a new era” for the firm.

“We now have a common interface [Windows 8] across all our consumer and business devices but also a common platform that allows really amazing things to happen,” he continued.

Posted by Simon Thomas

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