Internet Explorer: EXPLORE YOUR WAY

Credits & Description:

Category: Best New Product Launch/Re-Launch at Retail

Advertiser: MICROSOFT CORPORATION (INDIA)

Product/Service: WEB BROWSER

Agency: JAGRAN SOLUTIONS

Date of First Appearance: Nov 7 2009 12:00AM

Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA

National Head: Ambika Sharma (Jagran Solutions)

National Head Operations: Pankaj Raj Kumar (Jagran Solutions)

Senior Account Manager: Anuj Aggarwal (Jagran Solutions)

Senior Manager Operations: Akash Thakur (Jagran Solutions)

Media placement: On-Ground - Internet Cafes - 26 May 2009



Describe the objective of the promotion.

To communicate Internet Explorer 8 as more vibrant, youthful, fun and cool.

Connect a host of new features and add-ons of Internet Explorer 8 with the target group, thereby changing their perception that IE is a Trustworthy Companion.

Rejuvenate IE 8 as a brand so that consumer shift to competition can be stopped.

Gain market share for IE 8.



Describe how the promotion developed from concept to implementation

A branding campaign addressing the uncertainties was planned to create awareness and influence Café owners and users visiting cyber cafes to use and explore IE 8 features, thereby gratifying them.
Campaigns at internet cafes are the right spot for the brand to catch hold of the target group and to promote the new version of IE 8 by branding, contest and gratification, which created the buzz and drove the usage of IE 8.
The activation included mapping of the cafes, tele – calling, installation of the application followed by mystery audits and gratification through innovative signages (called Lollypop).



Describe the success of the promotion with both client and consumer including some quantifiable results

I.E.8 market share grew from 5.2% to 13.3% within 5 months.

Covered 1094 cafes and installed IE 8 in 7235 terminals.

After a period of 2 months more than 83% of the terminals were found installed with IE 8.

Observation: Users have a tendency to look for explorer logo on desktop for surfing Internet which acted as an icing on the cake and increased the usage.



Explain why the method of promotion was most relevant to the product or service

A user driven activity at internet cafes - the maximum footfall venue of the internet users across India to involve the influencer (café owner) and users primarily between the age group of 18-25 years around the new version of IE8.