This campaign targets tech-savvy consumers who greatly influence the technology opinions of those around them. They are frequently in their 20s. Any marketing pitch from Microsoft to this group is often greeted with a great deal of scepticism. With the launch of Vista, Microsoft's newest operating system, it was critical that we connected with digital consumers in a way we never have before. As mainstream marketing is commonly rejected by this group, we opted to make something with a decidedly low-fi and indie feel. The campaign positions Vista as a tool for removing the clutter from your digital life, allowing you to get to more of the good stuff.
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