The campaign, developed by JWT New York, includes print and online ads. It was introduced March 4 by Microsoft CEO Steve Ballmer during a speech to computer science students at the University of Washington.
“As I like to say at Microsoft, for the cloud, we're all in,” Ballmer said in the speech. He said Microsoft would make a significant investment in cloud computing, and that roughly 70% of its 40,000 software developers worldwide are now working on cloud-related activities.
Cloud computing is a new generation of computing services in which applications and content are stored on remote servers and accessed from Web-enabled devices such as laptops and cell phones.
“Microsoft is a fairly significant player in enterprise cloud computing,” said David Webster, the company's chief strategy officer. “We are very well affiliated with traditional enterprise software, but we have made a huge investment in adapting all of our core infrastructure technologies to be cloud-based as well.”
The goal of the “We're All In” campaign is to raise awareness of Microsoft's cloud computing services among its corporate customers.
“We want to provide an educational message to business decision-makers about cloud computing, and that the server products they know and like have moved to a delivery platform that is more manageable,” Webster said. “The thought process was that we could get out ahead of the topic with the ground message, ‘We're all in.'”
Microsoft software products that are now available in the “cloud” include Windows, SQL Server, Exchange, Office and Dynamics CRM. The ads highlight these various products, with headlines such as “Exchange is in” and “Windows is in,” with part of the copy embedded in a cloud illustration.
As part of the campaign, Microsoft created a microsite at www.microsoft.com/cloud, which provides detailed information about the company's cloud services, as well as applications for business, technology and government sectors.