The core concept of the “Capture the Capsule” advertising campaign is portraying Internet Explorer as a time machine, showing users that anything is possible through the use of Internet Explorer. Users can be anywhere or do anything at the click of a button. The world is their oyster in terms of internet exploration and reminding people of this is key.
The “Where do you want to go today” approach involves the audience on a personal level and it was decided this would be an integral point in creating a successful promotion. The tone of voice, being humor, is vital in communicating the message clearly and also determining a successful visual approach. It was decided that a competition in the form of a treasure hunt would be most effective in merging both the real and digital worlds. The competition being to collect parts of a time machine that have been left all over the city.
