It is, of course, general knowledge to listen to what their audience or market is telling them; it's great for business. But to have a campaign that ascertains them of being a part of co-creating something great is, albeit nothing new, empowering.
The Billion Designers of Windows 7 by Stuart Elliott in NY Times
“Our customers co-create the product with us,” said David Webster, general manager for brand and marketing strategy at Microsoft in Redmond, Wash. “We’re using the customers’ voice to tell our story.”
Mr. Webster summarized the points the ads make: “You told us you want it simpler, we made it simpler. You told us you want it to boot faster, it boots faster.”
In one poster ad, these words are superimposed over a photograph of a woman: “I asked for it to use less memory. Now it uses less memory. I’m a tech goddess.”
In another poster ad, these words appear over a photo of an older man: “I suggested they make it less complicated. Guess what? Now it’s less complicated. I so rule.”
In commercials, Microsoft engineers say, “Bring it on; what do you got?” PC users fire back with pithy phrases like “Less clutter, just less clutter.” And the engineers reply: “Loud and clear. We’re all over it.”
