Online & Digital

Issue 14 | March 2010


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.

Subscribe to view more →

Submit Your Work

Send us your work for the next issue of Directory using our submissions form

The Caples Awards 2020

View 2020 Winners


Inspiration monthly via Email

Sign Up

Current Issue

Issue 55

Subscribe to Directory

Subscribe now and get instant online access to our 2,500+ articles


Related Articles

People Also Read