Google’s Gmail reads every private email sent and recieved. Microsoft’s Outlook.com doesn’t.
To make a point about privacy, change perception of Google’s Gmail and attract new Outlook.com users, we created an integrated campaign that Google couldn’t understand – in igPay atinLay.
Our test of Gmail proved that Google cannot understand Pig Latin, so our entire campaign used the simple childish language – the TVC, press ads, online display, and radio commercials. We even created an app that converts your emails into Pig Latin and made it available in Google’s own app store.