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With the fast approaching launch of Microsoft’s new operating system Windows 7 now only days away, it seems that Google is looking to win over Microsoft users by launching its first ever major advertising campaign in the UK as part of an international marketing push.

The United States search engine giant has rarely found it necessary to advertise the services that it offers, which has up until now generated a consistent and substantial following, relying only on word of mouth.

But now, Google’s new campaign ‘Gone Google’ will debut in six countries to promote the different products that Google offer. This ad campaign is being run by Google Enterprise which houses products for business use, including Google Maps, Google Docs, Google Mail, Google Earth and Google’s digital security services. This advertising campaign marks a push by the online giant to take a share of Microsoft's office services market.

"It is the first and very highly visible integrated ad campaign that we have run," said Dave Armstrong, head of marketing for Google Enterprise for Europe, Middle East and Africa. "Gone Google is a concept that we are at a tipping point where you [businesses] need to move to a new model. Look at how Google has brought products to the enterprise market, we have done it differently than some of the other competitors."

The ads use strap lines and buzz words that aim to convince readers of the superiority of Google's products, such as "Day 9: Email inbox is full. Grrr!!! Go Google?", and "Day 15: Attaching documents is so 1990s. Go Google?".

Armstrong stated that the campaign aimed to play on the "frustrations that users and IT teams face everyday”.

"The campaign tells a story over 28 days," he added. "We are trying to expand the awareness of how we can overcome those issues."

The UK advertising campaign will consist of 21 individual advertisements running over 28 days. The ads will be visible online, in newspapers such as the Economist and Daily Telegraph, and in public display on outdoor billboards and digital screens in London's Paddington and Liverpool Street railway stations

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