Mozilla Firefox: How Mozilla unified Africa to penetrate the market and launch the best mobile device in the continent in 2015

This case study presents the integrated campaign devised by Mozilla, a for-profit company owned by a non-profit organization, to launch its own smartphone in the growing African communications market.

Mozilla Firefox: How Mozilla unified Africa to penetrate the market and launch the best mobile device in the continent in 2015

Efrem Yamamoto de Paiva and Tinhinane Meziant

Campaign details

Brand: Mozilla FirefoxBrand owner: MozillaLead agency: Re-UpCountry: AfricaIndustry: Information technology, high-tech, Mobile & cell handsetsChannels used: Content marketing, Events & experiential, Internet - microsites, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive Summary

By the end of 2014 Mozilla launched Firefox OS in the African continent, to democratize the smartphone and take advantage of...

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