A B C of Design

Ineffective Web Campaign

October26

Mojave Experiment for Windows Vista

The Mojave Experiment was an advertising campaign by Microsoft for Vista operating system. The participants were asked about their perceptions of Windows Vista and then were shown a ten minute demo of Microsoft’s “next OS,” codenamed “Mojave.” After the experiment was over, it was revealed that “Mojave” was actually Windows Vista.

http://www.microsoft.com/windows/mojave-experiment/

http://en.wikipedia.org/wiki/Mojave_Experiment

The campaigne was ineffective in two ways
It never looked real, it looked all staged up and scripted
It never addressed the real problem

When Windows Vista came up it had this new “annoying” security feature which prompted the user. The Mojave experiment assumed that the users are not trying Vista for the first time because of the bad marketing, but the actual problem was users were trying the new OS and then downgrading to Windows XP because of the Bad User Experience. This give great example of an ineffective campaign.

If I have to revitalize it first thing I would do is find out
The real issue behind all the bad words for Windows Vista
Try to address those in a transparent way
By accepting the truth and trying to fix it would be better campaign then cherry-picking positive feedbacks from users
If there were security concerns the campaign could also have explained the “why” user are prompted to install and would have genuinely tried to figure out a solution

Interestingly this situation was capitalized by Apple here PC Security Cancel or Allow very effectively .

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