PROJECT OVERVIEW

Mozilla’s flagship browser Firefox had a reputation for protecting its users, but also a reputation for being slow and clunky. To change this, Firefox 57 introduced vast improvements and was targeted for a tentpole press moment. Dubbed "Firefox Quantum" the release and integrated a “Fast for Good” marketing campaign focused on speed and agility with QP as a strategic integrated comms partner.

Launching Mozilla’s fastest browser yet also meant taking a new, bolder approach to reach customers. We started with a new theory about who Firefox users really are and what they care about, then set out to meet them where they are in surprising and delightful ways. These users were dubbed Conscious Choosers, notable for being passionate about the brands they choose and products they use and are willing to go out of their way to ensure their actions reinforce their values and beliefs.

In response, QP conceived a cascading launch strategy that covered pre-launch teaser and beta campaigns, big tentpole launch campaign and activation, and an evergreen News Bureau strategy to maintain engagement with core and cross-over media.

Part of this strategy included establishing a creative platform dubbed "Fast for Good", ideating and executing Mozilla’s first-ever national TV spot with the improvisational artist Reggie Watts that remains one of the most viewed videos on Firefox’s YouTube channel. In addition, we secured an opportunity with The Jimmy Kimmel Show that included an on air integration with Guillermo, leading to a viral “fast face” social media activation and culminating in a sponsored concert by musician and activist John Legend.