INSIGHT
Google had become synonymous with a great search experience but unbeknownst to most consumers, access to your results page, inbox and chat sessions were available to the highest bidder.
IDEA
Google's beloved stature as everyone's favorite search engine along with the Orwellian nature of the charges leveled against them meant we needed an almost ironically palatable vehicle for delivering Microsoft's message. Scroogled was created as a way to tell a serious security story through the eyes of relatable, everyday characters.
From misleading search results to ads targeting based on private conversation, we partnered with Mark Penn, a political strategist turned Microsoft executive whose team combed through Google's various policy statements then polled end users to find out which topics were of the most concern.
As a topic was selected, we quickly built a storyline, wrote scripts, engaged production companies and produced omni-channel content within days of being briefed.
Scroogled captured the attention of the ad world and the press, receiving accolades from Ad Age, Ad Week, as well as mentions in publications from Tech Crunch and Tech Radar to USA Today and the Washington Post. The highlight, however was hearing "HE GOT SCROOGLED!" on Monday Night Football.
Campaign OLV
