FORGOTTEN by J. Walter Thompson Sao Paulo for Internet Explorer

FORGOTTEN

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
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 Launch or Re-launch
Advertiser: MICROSOFT
Product/Service: INTERNET PROGRAM
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

Summary of the Campaign
To communicate the new version of the world's most used browser, Microsoft sent its product to the streets. A guerrilla campaign called "LostNotebooks" - forgot notebooks with only IE9 installed and with 3G Internet in various parts of the Country's largest city. As if their owners had left them in the location, the notebooks surprised passers-by with the apparent carelessness. Intrigued, the people who noticed the notebooks interacted with them.

The Situation
Every year, thousands of software are released in the world. Hundreds of companies are asking people to test new programs, making it increasingly difficult to differentiate yourself when it's time to launch a new browser.

The Goal
Show that the browser is faster, easier and safer than ever. And provide an immediate and unexpected experience for passers-by

The Strategy
Not to ask anyone to test the new Internet Explorer 9 and let the curiosity work in our favour.

Execution
Notebooks were scattered throughout São Paulo, as if they'd been left there by their owners. In each of them, only IE9 had been installed and with 3G access. An application created especially for the project automatically took pictures of each user, encouraging posts on social networks.

Documented Results
• 7 million pageviews
• More than 3,000 quotes in social networks
• 1000% return on spontaneous media.