I was doing some weight training a few minutes ago and had the TV on. I watched an advertisement for Kyocera Mita; the company sells printers, copiers, and fax machines.
Kyocera Mita has a major campaign marketing their products as "people friendly". I don't know whether they found the right message. I also don't know whether their products are truly easy to use. But I am impressed with their marketing campaign, because it seems focused and consistent. The music, the smiles on the faces of business people, the tag line, and just about everything else about their advertisements conveys the ease of use message.