Microsoft this week debuted a new campaign for Internet Explorer 8, highlighting how it easy it is to fall victim to online scams.
A TV spot kicked off the campaign on Monday night during Fox’s Lie to Me and Good Guys. It shows real people in New York City being asked to provide personal information in order to open a new account and receive a $500 cash reward. Consumers are told to fill out outrageous information, including the kind of underwear they prefer, until it’s revealed that the bank is fake. The full ad can be seen on the Internet Explorer 8 homepage. Crispin Porter + Bogusky, handles.
Ryan Gavin, senior director of Internet Explorer, said the campaign is meant to raise awareness about online security and show how Internet Explorer 8 can help protect consumers. “People talk about security, but they don’t think about it until something bad happens. That’s why the focus of the campaign is malware (malicious software) and how quickly that can become a risk to your online identity,” Gavin said.
Microsoft used real people in a real situation in order to identify with consumers, Gavin said. “Going to New York, the most street-smart city, and having people hand over their private information demonstrates how quickly our expected behavior can impact us,” he added. “Using real people gives the campaign authenticity, and hopefully, will drive people to protect themselves from malware with Internet Explorer 8.”
The new effort builds on Microsoft’s ongoing “Confidence” campaign, which carries the tagline: “Browse with confidence.”
As part of the campaign for Internet Explorer 8, Microsoft will also launch a digital component that takes an approach similar to the TV spot. Gavin didn’t provide the exact timeframe, but said that component will roll out soon.