We created a multimedia strategy designed to highlight a world without “e”, using media owner partnerships to literally create a world without “e”, a media first for the Italian market.Working with L’Espresso Group, we integrated our idea across a portfolio of print, radio and online platforms to reach out to our target.- Radio Deejay – a leading Italian radio station – transformed their logo so that it appeared without “e”, DJs talked about our campaign and Radio Deejay’s biggest star appeared in our adverts.

- La Repubblica’s masthead appeared without an “e” and the letter was removed from the entire front page.

- We dominated the five main Internet portals with display advertisingAds appearing in each medium to explain the missing “e” featured images from other media channels to highlight the message that “e” had gone missing everywhere.

In the face of an aggressive campaign to steal share, Internet Explorer has stood firm: market share has remained at 62%.Product downloads are up with 98,000 new downloads in the first four weeks of the activity.