If you fancy a bit of light entertainment, head over to Microsoft’s latest campaign site for Vista, called The Mojave Experiment. This one is an absolute marketing classic.
The concept behind the campaign is that Windows XP users who have never used Vista (and presumably never even seen it) are asked for their opinion of the OS. We hear nothing but negative words. Then they are shown a ‘sneak peek’ of the latest Microsoft operating system, codenamed ‘Mojave’. The reactions are amazing, ecstatic, “so easy”, “so cool”. The users are then told that they’ve been using Vista. Cue shocked looks and much jaws dropping all round.
I just find it astonishing how clueless Microsoft are when it comes to marketing. Putting aside the fact that the net result of the campaign is showing the participants of the video as misinformed and wrong (psychological alarm bells are ringing here), the campaign concept feels like one big horrible back-handed compliment. Regardless of the ‘positive’ outcome at the end, the video starts with public trashing of the very product they’re promoting. That’s nothing new but coming on a Microsoft marketing message seems to validate those opinions. It just leaves a really bad taste in the mouth.
Check out the bearded guy (third row, fifth column from the right):
So what three words would you use to describe ‘Mojave’?
Easy… (long pause) Can I change easy to convenient?
[OK that’s it, show the Vista logo and end the video]