Windows not Walls
We all know what the Mojave Experiment is so I won’t get into details… oh wait… no we don’t. Unlike Apple’s “PC vs. Mac” commercials that are universally recognized and quoted and have become media’s poster child advertisements (a recent favorite, and another, and a bunch more here because I just can’t get enough), the Mojave Experiment is an advertising campaign by Microsoft for its Windows Vista operating system that has not gained the kind of popularity Microsoft hoped for. In the videos, participants who had never used Vista before were asked about their perceptions of the operating system and then were shown a 10 minute demo of the Microsoft’s alleged “next OS” (codenamed “Mojave”). After the experiment was over, it was revealed that “Mojave” was actually just Windows Vista. The advertisements, which can be found on MojaveExperiment.com display skeptical consumers who, via the mere 10 minute demo, are suddenly convinced that Vista is incredible. Sorry for stating the obvious, but here’s what’s wrong with this scheme:
Length (bigger is not always better): Some of the videos are several minutes long… and I was bored after 15 seconds. In fact, the only time I’ve watched one of the videos all the way through was right before I posted this. If internet users can’t even read entire articles anymore and rely on content aggregators and blogs for much of their news, how can you possibly expect them to be engaged in a long commercial? Especially if it’s boring and cheesier than a cheesy gordita at Taco Bell.
The Cheese Factor: Speaking of cheese, the advertisements remind of me the millions of weight loss commercials on television every day. You know the ones that we all scoff at, ignore, or make fun of? The ones filled with unconvincing testimonials from people who consumers don’t identify with at all. In the face of suave, catchy, hilarious, and practical commercials from the competition, something like this is just not gonna fly.
Features vs. Execution: I’d bet pretty much any company can present a 10 minute demo that makes it seem like their product or services are infallible, creative, user friendly, etc. Several of the problems cited in regards to Vista included issues with installation and other functional problems. Cool features are useless if the execution is terrible, and the advertisements entirely overlook these types of concerns, further alienating, and in some cases enraging, customers
Rule #1: The customer is always right. Rule #2: If the customer is wrong, see Rule #1: The advertisements make it seem like the customers are at fault for not recognizing or understanding the features and functions that Vista provides. I don’t need to say much more here- never blame the customer.
But now to address the title of this post…I recently read that Microsoft plans to spend $300 million on a new ad campaign featuring Jerry Seinfeld and using some variation of the slogan “Windows not Walls”. I’ll admit that the slogan is short, sweet, and kind of catchy. It also avoids some of the jargon filled and vague marketing speak (”The wow starts now” or “Clear. Confident. Connected.”) that usually comes from the company. However, the slogan is still sounds too “high level”, and the words do seem to relay an inherently defensive view. Which walls, exactly, is Microsoft talking about? Several people have inferred that the company might be targeting Apple. If Microsoft is targeting Apple’s “closed system” it’s making a mistake, because this will only increase the perceived size of the competitive threat that Apple poses, without highlighting Microsoft’s own strengths. I’m not saying Microsoft should ignore Apple by any means- a focus on the competition is obviously important, especially in this case as Apple is taking the world by storm. I simply think that it’s a little late, and since the slogan doesn’t take as definitive and obvious a stance as Mac commercials, consumers may just end up confused by the message.
It’s also unclear as to who the campaign is aimed towards. Apple has a very specific target in that it aims its marketing largely at unsatisfied PC users. As evidenced by the Mojave Experiment, one large demographic Microsoft is targeting is consumers that are hesitating to make the switch to Vista. I’m not sure how the phrase “Windows not Walls” will appeal to that group, or how it’s addressing their concerns?
Finally, Apple’s ads are often cited as resonating so well because they “actually hold true”. The company has found a way to turn one of its greatest competitive advantages into a phenomenal campaign that consumers identify with and often validate. Will Microsoft users recognize and find themselves agreeing with the notion that Windows “tears down walls” or provides a much more comprehensive package than Apple?
Perhaps the campaign will take a different direction, no one really knows for sure yet, but either way it will be important for Microsoft to communicate a very direct, clear, and simple message if they want to be effective. I’m an avid PC user and you never know what sort of traction a campaign might get, but for now I remain pretty skeptical.
