OS vendor tweaks Microsoft, builds brand with 'Sorry Bill' ads

摘要

Many marketing experts be-lieve that b-to-b messaging should be as clear and simple as the text of a children's book. Well, one Linux operating software developer took that approach to the ultimate conclusion in an effort to build awareness among original equipment manufacturers (OEMs) and value-added resellers (VARs)— and tweak primary competitor Microsoft Corp. in the process. Markham, Ontario-based Net Integration Technologies and its agency, Jouard Wozniak Advertising, launched a major campaign in June 2004 that centers on a collateral piece called "Sorry Bill," a colorful, retro-looking book reminiscent of "Dick and Jane" stories. In it, Net Integration demonstrates how much easier and better its Ntix OS is than Microsoft's OS offering.