Lead agency: 3
Client: Microsoft/Internet Explorer
Other agencies: LBi, Jam and UM
Who came up with the idea?: 3 Monkeys Communications and writer/director Edgar Wright
Who signed it off client-side?: Gabby Hegerty, UK Internet Explorer Lead, Microsoft
Who delivered it?
Toral Karia (Microsoft)
Tommy Lee Edwards
Success in the browser market is determined by showing relevance to the needs of modern web users. The brief for 3 Monkeys was to come up with an integrated campaign to shift perceptions, create engagement and position Internet Explorer as the “must have” browser showing the beautiful, rich experiences Internet Explorer 9 offers thanks to HTML5.
The plan was to work with award-winning director Edgar Wright and illustrator Tommy Lee Edwards to create a unique animated web series, enhanced with Internet Explorer 9. Narrated by The Mighty Boosh’s Julian Barratt, the world’s first animated web experience was created, putting the audience at the centre of the production.
“The Random Adventures of Brandon Generator” was born.
In response, there were 202 pieces of positively branded print, broadcast and online coverage including BBC Radio 2, Daily Telegraph, Wired and Shortlist. There were over 600,000 unique visitors to the site, more than 2,000 new likes on Internet Explorer 9’s Facebook page – and an overall reach of 62.3 million on Twitter.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.