Internet Explorer DM FORGOTTEN by J. Walter Thompson Sao Paulo

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FORGOTTEN

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Copywriter Juliano Ribas | Gabriel Sotero
Account Supervisor Rodrigo Toledo, Martin Montoya, Saulo Fusari, Daniela Cintra, Isabel Rossetto
Released March 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: MICROSOFT
Product/Service: INTERNET PROGRAM
Agency: JWT BRAZIL
Date of First Appearance: Mar 16 2011
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President / Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director / Art Director: Roberto Fernandez (JWT)
Creative Director / Copywriter: Enoch Lam (JWT)
Copywriter: Gabriel Sotero (JWT)
Art Director / Film Director: Silvio Medeiros (JWT)
Account Supervisor: Martin Montoya/Rodrigo Toledo/Isabel Rossetto/Saulo Fusari/Daniela Cintra (JWT)
Planners: Ken Fujioka/Joyce Moraes/Luiza Madeira (JWT)
Media Team: Ezra Geld/David Ralitera/Tullio Nicastro/João Dabbur/Danielle Rocha (JWT)
Film Editor: Felipe Madureira/Renan Amaral (JWT)
Cameras: Silvio Medeiros/Mario Neto/Régis Fernandez/Tarin Picker/Team (JWT)
RTV: Bruna Trentin (JWT)
Sound House: Cayto Trivellato/Guilherme Azem (Cabaret)
Client Supervisor: Leandro Herrera/Fernanda di Giaimo (Microsoft)
Media placement: Guerrilha Action - Streets - 16/march/2011
Describe the brief/objective of the direct campaign.
Every year, thousands of software packages are released in the world, making it increasingly difficult to differentiate yourself when it's time to launch a new browser. In this context, and with a budget of only 40 thousand reais, how to differentiate amongst so many download buttons?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With so many companies asking people to test their programs, we decided to do the opposite: not ask anybody to do anything.
Explain why the creative execution was relevant to the product or service.
In an action never done before, notebooks were abandoned in the streets of São Paulo. Only Internet Explorer 9 installed and with 3G access. A message invited people to use the computer for 15 minutes and then leave it wherever they wanted. Messages on the screen suggested posts and photos on major social networks. And of course, everything was recorded with hidden cameras, which resulted in a viral video for the Internet.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• 7 million page views
• More than 3,000 quotes in social networks
• 1000% return on spontaneous media.