As part of the Internet Explorer “Browser You Loved to Hate" Campaign, Microsoft asked Column Five to create a video to introduce a new, positive brand message to millennials. Millennials are notoriously skeptical of traditional advertising, which meant the video needed to start a conversation in a non-traditional way. Capturing a tech-savvy generation’s attention required a unique hook that would resonate emotionally: ’90s nostalgia. Tapping into this childhood nostalgia enabled us to start a new dialogue with Gen-Y, reminding viewers of their early relationship with the brand (through the tagline “You grew up, so did we") and inviting them to reacquaint themselves at the BrowserYouLovedToHate.com website. “Child of the 90s" touched the emotional core of an entire generation, making it tremendously successful in shifting consumer perception and leading to an 18% increase in Microsoft’s brand power index. The spot garnered 7 million views within its first week, generating social buzz among millennials worldwide from Mexico City to Sweden and receiving massive media pickup, including CNN, Times, Forbes, Mashable, and the Huffington Post. To date, the spot has racked up more than 48 million views. It ranked #3 in Adweek’s Top 10 Most Watched Ads on YouTube in 2013 (http://bit.ly/1fBKGnS) and continues to be referenced by publications, marketers, and consumers—11 months after its release. With such staying power, emotional connection, and powerful messaging, “Child of the 90s" is a unique piece of content that has truly made its mark in the cultural zeitgeist.
