Challenge:Internet Explorer 8 was losing markets shares on the Swedish market. A negative trend they wanted to turn around.Execution:Instead of talking about speed, we choose something that mattered to people: online privacy. We highlighted InPrivate Browsing, a feature that prevents your browsing history from being retained.

To demonstrate this we created The Snitch - an application that analysed your browsing history and presented it like evil gossip about you in social media.Results:153 586 unique page visits. And a clear change of trend in market share.

So we developed The Snitch, an easy to use web application that analysed your browsing history. And presented it like gossip… about you.

For instance, if you frequently had visited, Facebook, Craigslist, TripAdvisor and Wired you were portrayed as a nosy, cheap and a daydreaming geek. The results could then be shared via Facebook, Twitter and Messenger, giving the campaign its’ viral effect. Along with the application we released a survey on Swedish surf habits and thoughts on personal integrity online.

153,586 unique page visits. And a clear change of trend in market share.