What to do when your product is better than its reputation.


Maybe you remember — just after its release, people deeply disliked Windows Vista — or at least they thought they did. Most had never used the operating system. The earliest adopters drove all the conversation. But we learned that people who actually used Vista thought it was pretty great. Armed with this insight, we created fake beta product boxes — codenamed Windows “Mojave” — and, with hidden cameras, shot dozens and dozens of interviews with real people who thought they were trying out a secret new version of Windows. Then we revealed it was actually Vista and captured their reactions. It became, by their own measures, the most effective ad campaign Microsoft had produced up to that time.

television and online video

Best performing Microsoft commercial of all time when aired