A new campaign from Microsoft

Mar 23, 2010 12:45 GMT  ·  By

A new Microsoft marketing campaign is promoting Windows Live Hotmail under the tagline “The New Busy.” The Redmond company has so far failed to announce the campaign officially, or to offer any details to the public, however, even a new website has been quietly rolled out. Hotmail – tools for the new busy is the site associated with the new campaign, which although hosted on Windows Live, places all of its emphasis on Hotmail. (via LiveSide)

Whether the fact that Windows Live has been apparently cut from the official label used for Microsoft’s email service might be the sign of a rebranding or not remains to be seen. The Redmond company certainly did not offer any indication that a rebranding might be coming for Windows Live Hotmail, but then again, the company is barely sharing any plans related to the evolution to Windows Live Wave 4, even as reports of leaks and actually leaked Windows Live Essentials Wave 4 clients abound in the wild.

“The new busy are not like the old busy. Let the old busy have their stress balls, their antiacids, and their crazy eyes. We are the new busy. We are redefining busy. Because we know that having a full calendar means having a full life. Take a look around, explore the world of the new busy, and check out how Hotmail can help you to it all,” Microsoft informs in the intro portion of the new website.

But fact is that visiting the Hotmail – Tools for the New Busy website will offer a variety of takes for the new busy, from Microsoft’s perspective. Users should make sure to have their humor turned on, and Silverlight installed to get the best possible experience.

“The new busy: are fluent in emoticon,” the software giant claims, “make pancakes into exotic animal shapes, look for interesting ways to be bored, like to fill the calendar, woke up with a bunch of stamps on their hand, put their pants on both legs at a time, are not too busy, have a spam bodyguard, would be open to taking a class in their sleep, think 9 to 5 is a cute idea, have 100 good reasons why it will work, might tell you their secret sauce recipe, prefer one-stop inboxing, make beavers look lazy, give you links before linking up, like it when their emails get along, don’t need a desk to get it done, always keep a suitcase packed.”