Internet Explorer Promo FORGOTTEN by J. Walter Thompson Sao Paulo

Adsarchive » Promo » Internet Explorer » FORGOTTEN


Pin to Collection
Add a note
Industry Software & Multimedia Productions, SaaS
Media Promo & PR
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 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MICROSOFT
Product/Service: INTERNET EXPLORER 9
Date of First Appearance: Mar 16 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President | CCO: 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 MadeiraKen 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: Cabaret (JWT)
Client Supervisor: Leandro Herrera, Fernanda di Giaimo (Microsoft)
Media placement: Guerrilha Action - Streets - 16/march/2011

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

Describe how the promotion developed from concept to implementation.
Not to ask anyone to test the new Internet Explorer 9 and let the curiosity work in our favor

Explain why the method of promotion was most relevant to the product or service.
Notebooks containing only Internet Explorer 9 and 3G access were scattered throughout the city of São Paulo. 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 the material turned into a video for the Internet.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• 7 million pageviews
• More than 3,000 quotes in social networks
• 1000% return on spontaneus media.