People don’t love upgrading their operating system. It feels like hassle, risk and change for the sake of change. For Windows 10, Microsoft needed to give people a reason to believe upgrading would actually make their lives better.
ISSUEPeople don’t care about technology for technology’s sake. They care about what it lets them do more easily and intuitively.
INSIGHTIDEAA more human way to do.
The campaign helped drive the fastest adoption in the company’s history—200 million in just five months.
