TenGrandisBuriedHere.com

Background

Microsoft’s share in the browser market in Australia had declined. The launch of their new Internet Explorer 8 (IE8) was a chance to arrest this trend. The brief was to support the launch of IE8 with a target of 5,000 downloads. Users of competing products like Safari and Firefox (called Fanboys) were highly brand loyal, and highly critical of Microsoft, typically greeting new Microsoft products with cynicism and criticism. On top of this, because the product was a free download, the budget was tiny. The $15,000 budget could not afford any paid media at all so the campaign was going to have to exist solely in social media.