Microsoft's "Laptop Hunter" ad campaign is working, and is shifting the "value perception" of the two companies, according to a survey by market research firm BrandIndex. The firm's most recent survey found that the 18-34 demographic saw both a simultaneous increase in Microsoft's value perception, while Apple's fell, and this happened in conjunction with Microsoft's "Laptop Hunter" ad campaign.
AdvertisingAge reported the findings from BrandIndex survey, which show that Apple's value perception declined from a high of 70 in late February and early March to a 12.4 in the most recent survey. This includes an initial dip in late March, and then a sharp falloff in recent weeks.
In comparison, Microsoft was sitting at about 40 in the survey in late February and early March, a number which fell in line with Apple's own decline during the next few weeks. Towards the end of April, however, the two lines for the companies crossed, with Microsoft's climbing to a 46.2, far ahead of Apple's 12.4.
The survey is conducted daily, with BrandIndex asking 3,000 consumers if they get a good value from a particular brand. To offer some context for BrandIndex's numbers, scores can range from -100 to +100. A score of zero means that respondents give a company an equal number of both positive and negative comments.
While Apple fell from a high of 70 in late February, Microsoft is rising from a low of zero in late January.
While the 18-34 year-old group has shifted in Microsoft's favor, the research firm found that a momentary uptick for the company in the 35-49 age group that began after the ads started has reversed. In this age group, Apple is again on top with a higher value perception than Microsoft.
"Apple had a pretty big advantage, historically, when we look at our data," Ted Marzilli, global managing director for BrandIndex, told AdvertisingAge. "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, and younger folks are more cost - or value -focused."
Apple recently responded to Microsoft's ads for the first time with an "I'm a Mac" commercial called "Elimination."