Windows Phone 7 Series advertising campaign

Mary Jo Foley is reporting some relativily interesting info about Microsoft’s futur Natal, Office, Windows Phone ad campaigns which should start in the coming months. When asked about Windows Phone 7, David Webster ( chief strategy officer in Microsoft’s central marketing group ) said that the product planning teams and the marketing teams have been working side by side “to devise the “story telling” for that product from the very start”.

Microsoft wants the new phone ads to attract customers who may never have used (or didn’t realize they were using) a Windows Mobile phone. “The ‘people’ focus was a big part of the (Windows 7) branding” and will be a continued emphasis for Windows Phone 7, Webster said.

The messaging “needs to reflect customers we have and customers we don’t,” he said. It also needs to explain why Microsoft is opting for a different phone model with elements like hubs and Live Tiles, instead of the app-centric approach of its competitors, Webster said. Windows Phone 7 also is the perfect vehicle for Microsoft to highlight the interdependence and convergence of different Microsoft brands and technologies, since Windows Phone 7 devices will be running Bing, Office Mobile, Zune services, Internet Explorer, and Windows Live, Webster pointed out.

Smartphones are a lot like search, Webster said, in that users, when asked, say they are mostly satisfied with their phones but then actually have a litany of complaints (like they don’t like having to come in and out of six different apps to perform a particular task). Other phone vendors are locked into certain models and messages, he said. “They’re solving for a problem from four years ago,” he said. Microsoft has the advantage of being able to come in with a new model and message because it is basically starting over with Windows Phone 7.

I’ve never been a big fan of Microsoft’s advertising camaings (onther that XBOX related ones) especially the latest Windows Phone ads… The latest WP7 promo ad launched at MIX is a good start though…