“This was designed to give businesspeople the feeling of being able to undo a bad save over an important report,” Carlson said.
To promote Vista's BitLocker File Encryption, a data protection feature, Bradley and Montgomery created print and online ads with copy reading “Without BitLocker, your computer is an open door.”
The online ad shows a laptop turned sideways so that it resembles an open door, with a jumble of messages running by, including “Your kids photos,” “New sales leads,” “Credit card information” and “Confidential presentations.” The computer then shuts down and morphs into a safe.
“The premise behind the entire campaign, "Vista World,' is showcasing the really amazing features of Vista and putting into tangible terms what they can do for small businesses,” Carlson said.
All the ads drive users to WindowsVistaExperience.com, where they can learn how Vista features can help small businesses. The Web site offers case studies of small businesses and how they are using Vista, software downloads and the ability for users to type in their own story. It also features a “test drive” environment, where users can experience the software without having to install it. M