Microsoft UK: The Campaign Google couldn't eadRay
Wunderman
How did the campaign make a difference?
The Campaign Google couldn't eadRay
Outlook.com had been losing market share to Gmail for over a decade and needed to reverse the trend.
They had to find a legal way to detract from their competitor's product and win back customers on ethical grounds.
By using the playground language of Pig Latin across a wide range of media to destroy the credibility of Gmail's privacy practices, Outlook was successfully and straightforwardly presented as the good guy who offered a solution to a problem that many...