A WORLD WITHOUT E? by McCann Milan for Internet Explorer

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Industry Internet
Media Promo & PR, Case study
Market Italy
Agency McCann Milan
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: MICROSOFT
Product/Service: IE8 WEB BROWSER
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: UNIVERSAL McCANN, Milan, ITALY
Chief Executive Officer: Gianfranco Piccolo
General Manager: Alessandra Giaquinta
Media Director: Simona Bohman
Media Supervisor: Claudio di Rocco
Digital Planner: Ilaria Martoni
Media placement: Newspaper (Full Page/junior Page) - Corriere/Repubblica/Gazzetta - 15th Of March 2010
Media placement: Magazine (Page/Gatefold) - Jack/Wired/Espresso/Venerdì/XL - 15th Of March 2010
Media placement: OOH (Big Sizes) - Clear Channel/ IGP Decaux - 28th Of March 2010
Media placement: Radio (Live Quotations) - Radio Deejay - 28th Of March 2010
Media placement: Search - Bing/ Google/ Yahoo - 1st Of March 2010
Media placement: WEB (Mix Of Sizes) - Main Portals (MSN, Libero, Virgilio) - 22nd Of March 2010

Results and Effectiveness
In the face of an aggressive campaign to steal share, Internet Explorer has stood firm: market share has remained at 62%. Product downloads are up with 98,000 new downloads in the first four weeks of the activity.

Creative Execution
We created a multimedia strategy designed to highlight a world without “e”, using media owner partnerships to literally create a world without “e”, a media first for the Italian market. Working with L’Espresso Group, we integrated our idea across a portfolio of print, radio and online platforms to reach out to our target. - Radio Deejay – a leading Italian radio station – transformed their logo so that it appeared without “e”, DJs talked about our campaign and Radio Deejay’s biggest star appeared in our adverts. - La Repubblica’s masthead appeared without an “e” and the letter was removed from the entire front page. - We dominated the five main Internet portals with display advertising Ads appearing in each medium to explain the missing “e” featured images from other media channels to highlight the message that “e” had gone missing everywhere.

Insights, Strategy & the Idea
Microsoft was facing tough competition in the browser market, Google’s high profile launch of Google Chrome and aggressive tactics by Firefox, threatened to steal user share from Internet Explorer. Our analysis split Internet users into two different groups: Active users (Digital natives, responsible for home IT decisions, browser shifters) and Passive users (Digital immigrants, low technology adoption, default dependant). We reached out to passive users to make sure they stayed with IE. Our insight was that IE had been with them ever since they started using the web. Since 1995 it has been their “best friend” for Internet browsing. Passive users actively identify IE with the Internet and our strategy was designed to reinforce this association. We would be to let our target audience think what the world would be like without “e” – the IE logo – and therefore without Internet (explorer).