The Dot-Cons — Slava Morshch

Microsoft IE8: The Dot-Cons

An Outer-active experience (*ahem, a scam) of brick and mortar in the middle of NY city. See how Internet Explorer 8 recreated notorious online scams in empty Manhattan storefronts and got street-smart New Yorkers to gladly hand over their most embarrassingly personal information.

Role: Art Director/Designer Agency: Crispin Porter + Bogusky

The Dot-Cons: Case Study

Strategy

Once the standard for web browsers, Internet Explorer had been hemorrhaging users at a ridiculous rate. While their competitors were fighting over who was fastest, Explorer decided to talk about something they could own: online security. Filled with innovative features, Internet Explorer 8 offered their users far more protection from online attacks than their competitors. So, the question became, how does IE8 prove that people actually NEED a safer browser?

Execution

To prove just how vulnerable users’ personal information can be, notorious online scams were recreated live in one of the most street-smart cities in the world: New York. Over the course of a week, a phony bank was constructed, and two other faux storefronts (The Inheritance Store and Royal Money Transfer Emporium) were quickly erected and opened for business. Each lured unsuspecting “customers” into giving up ridiculously personal information. Actors were cast to play the part of hosts and clerks; professional-looking signage was posted, as well as websites for each business. Every encounter and personal exchange was documented, using an elaborate array of hidden

Results

Over the course of 4 days, an astonishing 26 social security numbers were collected. As well as 15 ATM PIN numbers, 13 credit card numbers, 11 bank account numbers, 10 DNA samples (through hair clippings), 6 passport numbers, and 1 favorite dead pet’s nickname. When these filmed encounters were made into a web video and TV commercials, downloads of Internet Explorer 8 rose after years of decreasing market share. The campaign was also featured on numerous blogs and newscasts, to the delight of surprised journalists. And overall brand awareness and preference for Internet Explorer increased during this period by 5% across all markets.