You make it you

Trailing Apple's iPod by 8-to-1 in the marketplace, Microsoft Zune is shifting its ad strategy in a major way.

Since its launch last year, the Zune has relied on alternative marketing methods to tap into the youth market: Kiosks at hot bars and clubs, and a media-rich website created by El Sengundo-based 72andSunny, which the agency will continue to "curate."

But instead of emphasizing sharing as it has done previously — the Zune allows users to share songs on a limited basis — Microsoft is shifting to individuality, according to Ad Age.
The refurbished ad effort sports a new tagline, "You make it you."

Positioning the Zune as a more personal device leaves the "status symbol" crowd to Apple's iPod.

Zune is also redirecting media spending to mainstream TV ads, tapping McCann's newly-created SF-based T.A.G. to pull it off.

The new TV campaign illustrates a journey through a Zune and will run on cable channels like ESPN and Comedy Central, in addition to prime-time spots during Grey's Anatomy and Desperate Housewives.

An accompanying microsite was created at ZuneJourney.net.