The solution was to make a good demo in a privileged place: Sietes. A small village in the north of Spain with no access to the Internet and no more than 40 inhabitants, most of which had never used a computer before.
The first step was to create a school for them where all of its people could go to lessons and turn Sietes into a village of real experts in Windows 7. In a week’s time, the neighbors learned how to use the program and got used to it. They worked as actors on the teaser campaign that was going around the Web to announce its launching. They recorded testimonials where they explained how easy and simple it had been for them the new Windows 7, even for those who had never used a computer before.
So, overnight, Sietes became a famous village. Journalists from all over the world came to the village for the presentation of the campaign, which was broadcasted to the whole country, even in London and New York they talked about Sietes: the village of experts in Windows 7