A new print and online ad campaign from Microsoft has gone live — Windows Live, in fact. The new campaign promotes the Windows Live brand which will eventually replace the two-year old MSN Search as Microsoft’s flagship Web search engine.
Despite an ambitious ad campaign last year, MSN Search has been unable to gain much traction with consumers. Last month, Microsoft sites garnered 11.9% of searches–down from 15.6% the year before, according to comScore. Google, meanwhile, grew its market share to 45.1% last month–up from 37.6% one year ago.
The new campaign highlights features in the engine’s image search, local search, and mapping tools.
Playing the role of underdog, the MSN ad notes that some of the Live Search developers “didn’t even pass calculus.” “We’re late to the game. We admit it,” reads the ad copy, created by McCann WorldGroup. “But instead of shrugging our shoulders and becoming a footnote in search history, we’ve decided to write a few new chapters.”
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