Last week I mentioned the old Apple Think Different campaign as an example of
bringing an emotional tone to a tech marketing effort. Turns out Microsoft’s
Windows XP team is running one of their own, (“Start Something”) which appears
to be building off of the aspirational aspects of the Realizing
Potential campaign.

Joe Wilcox from Jupiter Research has some commentary
on this, and points out an
example of one ad focusing on curiousity. Joe makes some interesting points
on the timing and purpose of the campaign. Personally I’m impressed the company
getting back to crafting a message people can identify with – it’s
product-centric but uses emotion to hit home. It’s not as radical as a Think
Different poster with Einsten mug shot, but it’s a nice tack for an establish
product like Windows XP

A step in the right direction. Let’s see where we go from here.