Microsoft Champions Strengthening Family Ties With First-Ever, Multi-Pronged Global Consumer Campaign

Microsoft’s “It’s A Great Time To Be A Family” themed campaign to showcase technology in bringing Malaysian families together during this holiday season

Kuala Lumpur, 24 November 2011 – Microsoft has launched its first-ever, multi-pronged global consumer campaign themed “It’s A Great Time To Be A Family”. This global campaign, unprecedented in scale, rolls out across 35 markets worldwide and focuses on the power of technology in bringing together families.

The year-end is often an opportune time for Malaysian families to come together over meals and gatherings, take time off for vacations, and generally strengthen family ties overlooked during the hustle and bustle of the year – important ideals that Microsoft hopes to remind Malaysians of with a series of promotional deals, its first-ever custom TV programme and TV commercials, as well as a series of viral videos directed by some of Malaysia’s most prominent independent film-makers.It's a great time to be a family. Ananth Lazarus, Managing Director of Microsoft Malaysia (left) and acclaimed independent producer Pete Teo at the launch of Microsoft's largest global marketing campaign offering amazing deals on Windows 7 PCs and other Microsoft products that help bring families closer.

“Technology, through countless ways, has shaped and changed our lives. I strongly believe that no other company encapsulates this better than Microsoft. Our products and solutions have touched billions of lives,” said Ananth Lazarus, Managing Director, Microsoft Malaysia, during the launch of the campaign today.

“We develop technologies that enable people to push the boundaries of possibility, technologies that inspire you and make you smile, technologies that help you connect to the people and things that matter to you the most. And I think you will agree with me that amongst the people and things that matter most to you, is your family,” he said.

He continued, “The family unit is the key building block of a society. But in today’s fast-changing world, so many factors seemingly conspire to keep families apart. Work pressures, geographical distances, technological changes, our own lifestyles… whether it’s working to provide a better life or studying to ensure a better life, sometimes, in the pursuit of doing the best for our families, we lose sight of what’s truly important – our loved ones. Technology can and should help as it has the power to connect people in more meaningful and convenient ways than ever before.”

According to a recent survey, conducted across the region on the MSN online portal (http://malaysia.msn.com/) involving over 3,000 people in seven countries across Asia (China, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam), it was revealed that family time can no longer be separated from technology time. Asians have strong faith in the ability of technology helping them to connect with their families with 86% of respondents (56% of Malaysians surveyed) saying that technology had a positive impact on their family bond. The survey further revealed that 69% of respondents are likely to teach a family member how to use the Internet just so that they can “stay in touch regularly”, while 42% do so to “share multimedia content with them”. It further revealed that Asian families are heavily into gadgets with over a third of respondents indicating that their immediate families own more than seven gadgets.

The findings of this survey informed the decision to move ahead with this global campaign. “Microsoft is taking the lead to put the family in the front and center. This is the holiday season, when there is an opportunity for families get together and for us to spend time with our loved ones. We want to make it easier for you to do so. We want to help you enjoy your holidays and celebrate your family,” announced Ananth.

Through this initiative, Microsoft is presenting its own family of products, including Windows PCs, Windows Phone devices; Microsoft Office, Internet Explorer 9 and Windows Live to support those who want to reclaim their family time.

The campaign also marks many “firsts” for Microsoft in Malaysia. In December, a custom TV programme called ‘Windows to My Family’ featuring Naz, a popular ntv7 personality, who with the help of Ben, a Fly FM deejay and tech blogger, learns to use Microsoft technology to get better connected with his family.

Microsoft will also embark on a ground-breaking project with the assistance of acclaimed film producer Pete Teo to create a series of online videos sharing inspired stories about how Microsoft technology brings families from all backgrounds closer together. “I commend Microsoft's enthusiasm in communicating the importance of keeping families together. Amid talks of technology being dehumanizing, people often forget that it is a tool – and like any other tool, we make of it what we will. It is great to see Microsoft taking the initiative to show how tools like PCs and the Internet can help users connect with their loved ones in a meaningful manner,” said Pete Teo.

In conjunction with the campaign, Microsoft has also collaborated with leading brands to offer great deals on its family of innovative products so that families can reach out, connect, and communicate during this holiday season. Among the promotions featured include cutting-edge Windows 7 PCs such as the Acer Aspire S3, Alienware M14x, Asus-Automobili Lamborghini Eee PC VX6S, HP Pavilion dv6 Series, Sony VAIO L series, Toshiba Portege Z830, as well as family-oriented contests and promotions going on in 250 retail outlets.

From 15 October 2011 to 15 January 2012, Microsoft will also run the “Great Family Time Contest”, where participants simply have to count the number of family members in a picture and send in an entry with any purchase of Windows 7 or Office 2010 to stand a chance to win a Grand Livina, a family trip and other prizes.

“At Microsoft, we have a fundamental belief that technology can change the world and improve people’s lives. This is why we do what we do. It drives our long-term investments and guides us towards initiatives like this one. This belief is just as relevant today, perhaps even more so as technology has evolved to the point that it’s woven in to the very fabric of our daily lives. In a world in which technology spans our busy lives at home, at work, at play and on the go, we remain committed to providing everyone with the tools they need to be more effective, more creative, and more in touch with the information and people that matter to them. That’s why, with Microsoft, it is indeed a great time to be a family,” concluded Ananth.

To find out more about the “It’s A Great Time To Be A Family” campaign, please visit www.microsoft.com.my/family.