Internet Explorer: MRT TO HIGH SPEED RAIL

Credits & Description:

Category: Best Use of Ambient Media: Large Scale

Advertiser: MICROSOFT

Product/Service: INTERNET EXPLORER 9 BROWSER

Agency: EURO RSCG TAIPEI

Vice President/Executive Creative Director: Fish Chen (Euro RSCG Taipei)

Creative Director/Copy Writter: Chinchin Chien (Euro RSCG Taipei)

Senior Art Director: Clark Lu (Euro RSCG Taipei)

Associate Art Director: Kiki Liu (Euro RSCG Taipei)

Art Director: Jay Chen (Euro RSCG Taipei)

Account Director: George Bai (Euro RSCG Taipei)

Account Executive: Allen Wu (Euro RSCG Taipei)

Media placement: Carriages of Taipei Mass Rapid Transit (MRT) System - Danshui Station of Taipei MRT - 2011.4.19



Insights, Strategy & the Idea

Objective: the transmission speed of IE9 browser has been enhanced for faster searching and browsing. The difference created by higher speed is just like taking the MRT to travel at the speed of high speed rails.

Target Audience: browser users, the mass consumers.

Creative background: Microsoft launches its latest browser, Internet Explorer 9.

In order to highlight comprehensive upgrade of speed performance of IE9, how do we communicate its faster performance of browsing and searching?



Creative Execution

MRT is the highest utility rate vehicle in Great Taipei which serves 1.9 Million passengers per day.

And in Taiwan, HSR (High Speed Rail) is the fastest vehicle of land transport services, which operates up to 300 km/hr.

We re-design MRT body to turn it into HSR, and successfully highlight the improved speed performance of IE9.



Results and Effectiveness

Cable and Terrestrial News report hot topic：『MRT upgrades to HSR』, moreover, it invokes word-of-mouth effect.

Many on-line users post photos of “taking HSR in MRT station” on the internet, it arouses echoes over on-line discussions.

Over hundreds of thousands of downloads endorses the success of IE9 launch.