Microsoft UK: The Campaign Google couldn't eadRay

This case study explains how Outlook, the email product owned by Microsoft, highlighted privacy concerns about a competitor to increase users in the UK.

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...

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