Microsoft India has rolled out a digital campaign to push Internet Explorer 8 (IE8) as an evolved browser that is power packed with features such as accelerators, web slices, in private browsing and auto crash recovery.
Titled “Explore my way”, the campaign targets the basic and moderate netizens who are young and tech savvy and could be multi browser users.
“In the Internet space today, browser as a category is low on consideration and seen as a mere frame to see a website in and not as an enabler to a better online experience. There is low cognizance of a browser’s value despite them being evolved and feature rich,” explained Rishi Srivastava, consumer and online marketing officer, Microsoft India. “The objective of the campaign is to make people realize in a fun, experiential way what a better browser can do for them and create a need for active category consideration and within that create awareness and preference for Internet Explorer 8.”
Watch one of the video ads here.
The “Explore My Way” campaign is based on the idea that a user’s online experience is like a virtual journey on the World Wide Web and the browser an enabler of that journey. The idea was to position Internet Explorer 8 as the browser that lets a user explore the internet his way by making his journey easier, faster and personalized.
“Given that this TG has a limited attention span and high digital media consumption, a conscious choice was made to move away from standard product consumption to a creative treatment that was youthful and fun while allowing for product experiences,” added Srivastava. “The creative takes a fun, youthful approach and through a series of fun viral videos presents a compelling case for adoption of Internet Explorer 8.”
The landing destination, the ExploreMyWay website, has a fun quiz that lets a user find out his Exploration Quotient and get either of the four customized versions of IE8 that map back to his/her unique exploration quotient; re-iterating its ability to personalize a user’s online experience.
Video creative- Breakthrough
Website and Media Agency- Quasar
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