New Approaches to an Old Challenge
Convincing people to download and begin regularly using an entirely new web browser is a pretty tall task for an online ad, which is why we’re always testing different approaches to see what works.
We recently asked Nobox to come up with concepts for two online ads around the themes of security and customization (key points of differentiation between Firefox and the competition). The ads started running a few days ago…my esteemed colleague David Rolnitzky has a detailed breakdown of the thought process behind them on his new blog, so definitely check that out.
Our main request to Nobox for the security ad was that it be very benefits-focused…in other words, communicate how browser security (or the lack thereof) directly impacts the user, rather than just making a generic statement about what Firefox’s security features are. For the customization one, we asked them to explore some non-technical metaphors (besides the somewhat played-out one of souping up your vehicle) that would help explain what add-ons are and how they can help you.
Nobox processed all that and came back with an interesting approach: cartoons. When they first proposed this I have to admit I was a little uncertain, but they quickly sold me with their specific concepts, which communicated our key points in a very fun and engaging way. I feel like it’s important to be serious about what we do, but also not to take ourselves too seriously, and to me these ads do a good job of doing that. Of course, online advertising provides very well-defined results so the users will have the final say!
The landing page for the security ad is below. You can see the other landing page plus the ads themselves on David’s site.
October 4th, 2007 at 10:15 am
[...] what you’d see in the real world). My colleague, Mozilla Creative Director John Slater, has posted some of his insights about the creative [...]
October 4th, 2007 at 12:03 pm
Well, people who understand the security threats and are web-wise, already use Firefox. So only absolute laic needs to be convinced. That’s what MS is master of. Talking about technical advantages in ad is IMO useless when it comes to those people. They must be introduced an incentive which they understand and agree with such as not using Firefox but something else is so 90s. This kind of arguing is successfully used by cellcos to hook teenagers. Why not give it a try too?
October 4th, 2007 at 12:31 pm
I think they are awesome. Is it OK for people to remix these ads for use in their own sites? Is the source available somewhere? This should make its way to SFX soon.
Congrats for all the great work and the stronger push for Firefox marketing.
October 4th, 2007 at 12:40 pm
Very nice!
October 4th, 2007 at 1:06 pm
[...] details: Into the Fuzz and Giant [...]
October 4th, 2007 at 2:00 pm
Thanks for the comments…a few replies:
- FunTomas, I would argue that the people who don’t understand web security are the exact people who need to hear this message. Our idea was to boil a highly technical concept down to a very simple benefit: hey, people out there are trying to steal your credit card and Firefox can help prevent that. Hopefully that point comes across and will make people understand its importance.
- Percy, thanks for the kind words (and article on your site). That’s an excellent idea about open sourcing these ads…we’ll definitely make that happen. Stay tuned for details.
November 21st, 2007 at 3:45 pm
[...] in the future. This idea (and we think it’s a great one) came from a comment by Percy on this post about this online banner [...]