ubuntu-advertising team mailing list archive

[yitzchak schwarz <s.y.schwarz@xxxxxxxxx>]

Ubuntu is basically unknown to the public, so we need to think of this as
introducing it to the public for the first time. As such, there is no need
to tackle people's fears about Linux, because we can simply shove Linux
under the carpet, the same way apple doesn't really talk about OSX being
Unix except to people who care. The result is that we only talk about Ubuntu
as a stad-alone operating system, not a "distro" or any such thing. Ubuntu
is a product that is equivalent to Windows and Macintosh. That's the most
people care about hearing, and also is the boundary of the discussion in
which we are capable of shaping a brand-new image for a brand-new product,
so it's convenient both for us and our target audience to shove Linux under
the carpet.

On Tue, Dec 7, 2010 at 5:45 AM, Barry Drake <b.drake@xxxxxxxxxxxx> wrote:

> On Tue, 2010-12-07 at 01:54 +0100, Ubuntu Advertising wrote:
> >
> > We talked about it and decided that since both days had a good amount
> > of votes, slightly more on Saturday, we are going to do both.
>
> Fairly high on the agenda is the item 'What do we want to achieve?'
>
> My opinion is that this is the most important item.  Some of the
> scripting ideas so far show that fear of an unknown, difficult probably
> geeky thing is a prominent misconception.  A vital outcome would be to
> dispel fear.  However, 'What do we need to achieve this outcome?' (also
> from the agenda) is rather more difficult.
>
> I suggest that what we are going to be offering is - soundbytes.  Maybe
> the most practical aim is to stimulate curiosity, get the
> viewer/listener sufficiently curious to log on to Ubuntu and let the
> website do the rest.  What the ad can't and won't do is tell the whole
> story.  A soundbyte can't do that.
>
> I'm assuming that the target audience is the ordinary person who uses a
> computer regularly for ordinary things and would be interested and
> curious if s/he is offered something that might improve their time at
> the keyboard.  That is the one thing that we can confidently offer, and
> that's really all we need to offer in a soundbyte.
>
> I think back to when mobile phones were still quite novel.  Orange ran a
> campaign that said little more than 'The future's bright; the future's
> Orange'.  It made me curious.  That was enough to get me into an Orange
> shop asking questions, and soon all the engineers on the staff of the
> company I was then running had an Orange phone in their pocket.
>
> Our Ubuntu 'shop' is the website.  I want loads of ordinary folk to pay
> a visit, and to this end there need to be a whole lot of personal
> stories from ordinary folk in the form of video clips on the Ubuntu
> web-site.  The site at the moment caters mainly for folk who have some
> idea as to why they are there in the first place: namely downloads,
> information, support etc.  The Ubuntu home-page needs to be a shop
> window explaining to the unknowing what Ubuntu actually is and what it
> does and those explanations need to come from ordinary computer users.
>
> Sorry to go on a bit ....
>
> Regards,                Barry Drake.
>
> --
> Sent from my desktop using Ubuntu - the window-free environment
> that gives me real fresh air.
>
>
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