We mentioned Microsoft's new marketing campaign "Meet Your Match" last week, but it's worth another look, now that it has its own section on the Windows Phone website. The campaign, which is a follow from the "Smoked by Windows Phone" campaign that reached more than 100 million people, pits Windows Phone devices against iPhone and Android "in real-life tasks".

These tasks include texting, posting a status update to social networks, finding a restaurant location and sharing it to a group, shooting a stable video, and taking a self portrait. Naturally, these tasks do play to the strength of Windows Phone, but, in an evolution of the campaign from its earlier incarnation, the last two are promoting specific hardware features on specific Windows Phone devices (Lumia 920 optical image stabilisation, and HTC 8X wide angle lens on the front facing camera). That says a lot about Microsoft's confidence in the Windows Phone hardware this time round in a straight up comparison.

Clearly this is a marketing campaign, so it is no surprise to see Windows Phone emerge as the winner. A well trained member of the Windows Phone team up against a member of the public is hardly a fair comparison. But, the "challenge" tasks are the sort of things that people will do with their phone, and the people involved are genuine.

More importantly, it shows how Microsoft is positioning Windows Phone when presenting the platform to the public. The underlying idea is of a device that matches to the way you want to do things, and is personal to you. In addition, the emphasis on the comparison to Android and iPhone shows a recognition of the need to get users to switch from other smartphones, something that, together with the use of genuine consumers, is echoed in Nokia's #switch campaign.

Here's one of the videos from the campaign:

Which phone is a better match for staying in touch with the people you care about most? In the latest Meet Your Match challenge, Ben shows off Live Tiles on the new Windows Phone.

The campaign ties into the marketing tag line "the smartphone reinvented around you", which was first used at the launch event for Windows Phone 8. This emphasises the degree to which users can personalise their Windows Phone, most notably the start screen. Microsoft is keen to point out that everyone's start screen will look different, and contrasts this with Android devices and the iPhone that just display a grid of icons. This does rather ignore Android customisable widget homescreen, but, to an extent, the point is still valid. Put a bunch of Windows Phone devices down on a table and there's a good chance of people recognising their own device at a glance.

Microsoft are also pushing the importance of Live Tiles and personalisation in other marketing videos. Here's one that features the Abominable Snow Monster of the North Pole (named Bumble apparently), who, rather cunningly, is getting information, on his Live Tiles, while speed dating. We're fairly confident he's using a Lumia 920 or 820 too; a device with super sensitive screen technology is essential if you got long claws...

See how the Abominable Snow Monster of the North Pole (he prefers Bumble) uses Live Tiles to get the information he wants on his new Windows Phone.