INTERNET EXPLORER 8 PRESENTS
THE ' .CONS'

Integrated campaign: Television, Outdoor, Digital, Experiential.

Trust is the foundation of any contract or exchange.

Whether it’s money, data, or simply communication, we rely on a shared expectation of privacy and assurance of fair dealing. This should be especially true online.

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When Microsoft’s Internet Explorer 8 launched, previous versions of the browser already had a poor perception in the market.

While no amount of advertising could (or should) be expected to save a faulty product, we can change perceptions if there are indeed features that outperform competitors.

The new IE8 was a great improvement over the previous releases as it had new security features that gave a perceived advantage against most of the other browsers.

So we came to a simple proposition:

Communicate the importance of browser security to the average web user who doesn’t even realize the kinds of scams that could exist online.

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At the time, the average web user had a false sense of even basic security protections that were needed to browse the web safely. (Beyond wider discussions over web privacy, most people online couldn’t even distinguish between an official document and a scam email).

If we could get people’s attention, we could drive them to the appropriate channels to learn why web security should be a leading influence in their choice of browser where we could further make our case for why they should download the new update.

Our goal was to help IE8 retain existing market share and gain new users by educating people on the importance of online security.

That’s exactly what we achieved for Microsoft.

By the end of the campaign, IE8’s market share grew fas and it held that lead until the launch of IE 11.

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tV & CONtENt LAUNCH

To launch IE 8, our campaign explained its unique security features by dramatically highlighting just how easy it would be to fall for scams on the streets of New York City…if our streets operated like the internet.

IE8 “.CONS” CASESTUDY

ONLINE

If anyone who viewed the commercials still searched for these companies online, we had a little easter egg where they’d be directed to the same fake storefronts.

A timed message prompt then revealed their own IP and they’d be redirected to an educational page to view videos about web security and again reminded why they should still upgrade to Internet Explorer 8.