{"id":10983,"date":"2017-11-14T05:59:36","date_gmt":"2017-11-14T13:59:36","guid":{"rendered":"https:\/\/blog.mozilla.org\/?p=10983"},"modified":"2017-11-15T07:12:59","modified_gmt":"2017-11-15T15:12:59","slug":"fast-for-good-launching-the-new-firefox-into-the-world","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/blogarchive\/blog\/2017\/11\/14\/fast-for-good-launching-the-new-firefox-into-the-world\/","title":{"rendered":"Fast. For good. Launching the new Firefox into the World"},"content":{"rendered":"

Thirteen years ago, we marked the launch of Firefox 1.0 with a crowdfunded New York Times<\/i> ad. It listed the names of every single person who contributed \u2014 hundreds of people. And it opened a lot of eyes. Why? It showed what committed individuals willing to put their actions and dollars behind a cause they believe in can make happen. In this case, it was launching Firefox, a web browser brought to market by Mozilla, the not-for-profit organization committed to making the internet open and accessible to everyone. And Firefox represented more than just a new and improved browser. It stood for an independent alternative to the corporately controlled Internet Explorer from Microsoft, and a way for people to take back control of their online experience.<\/p>\n

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Firefox Ad in New York Times on November 14, 2017<\/p><\/div>\n

Fast forward to today and the launch of the new<\/i><\/b> Firefox browser (check out our ad in today\u2019s New York Times<\/i>). No doubt, we are bringing a new, faster and more powerful browser to market but, the reason we\u2019re in this business still remains the same. Now, more than ever, people need tech options that are not only built to work well for the individual user but which also improve the overall tech landscape. That\u2019s exactly what the new Firefox does. Twice as fast, and still committed to putting people over profit. We are fighting for a healthy internet and we want the Internet to be accessible and open to all. We are a community of committed individuals standing up for what we believe is right.<\/p>\n

The new Firefox browser is the best we\u2019ve put in market since Firefox first launched, and the world of marketing has changed since that initial launch so we\u2019ve put forward our best marketing to date as well.<\/p>\n

Behind-The-Scenes of our New Firefox Campaign Launch<\/b><\/h2>\n

Our research tells us that Firefox and its parent organization Mozilla are both well-known brands. Yet not enough people see a distinction between Firefox and our biggest competitor, Chrome. And even fewer people understand that Mozilla is a not-for-profit responsible for pro-Internet technologies, policies, and programs beyond Firefox.<\/p>\n

However, those who do understand the depth and breadth of Mozilla\u2019s work view Firefox as a more iconic browser and are happier and more loyal users. \u00a0So we\u2019ve been hard at work to create a deeper understanding of Mozilla in order to create more differentiation for Firefox, and at the same time, be much clearer about what makes Firefox unique.<\/p>\n

Audience first<\/b><\/h2>\n

Part of that work is defining our key audience or the people for whom we can provide the most value with our products and who in return, can help us spread the word fastest and work with us to keep the Internet a healthy, open and accessible experience. We\u2019ve identified a group of consumers, representing 23% of all Internet users, who we call Conscious Choosers<\/a>. \u00a0This segment takes time to research and understand products and companies in order to make a deliberate choice about who and what they support. <\/i>They share a worldview that is against<\/i> monopolies and centralized power hubs, and for<\/i> democratic access to information, knowledge, and resources. They try hard to reconcile these values with their behaviors, and while willing to take the extra effort to do what is right, they are in a constant balancing act between choosing what is \u201ceasy\u201d and doing what is \u201cright.\u201d<\/p>\n

Understanding what makes Conscious Choosers tick has helped us make some important marketing decisions and guide the new Firefox launch.<\/p>\n

The right promise<\/b><\/h2>\n

First, it led to our tagline for the new Firefox: \u00a0Fast for good. \u00a0This promise reinforces that with the new Firefox, there is no trade-off between performance (the \u201ceasy\u201d choice) and purpose (the \u201cright\u201d choice). You get a browser that is 2x faster, and that uses 30% less memory than Chrome. A browser that’s already known for its powerful privacy options. And a browser that allows you to support a mission-driven not-for-profit too.<\/p>\n

This positioning is spread across all of our marketing materials from the website to our advertising campaigns.<\/p>\n

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We think the new Firefox has to be felt to believed. So two of our creative executions that I am previewing here for you first, focused on what it feels like — and even sounds like — to use our blazingly fast new browser. We\u2019re bringing these concepts to life in television spots and promoted videos.<\/p>\n

Browsing at the Speed of Right<\/b><\/h2>\n

Wait Face. As you use the internet you\u2019ve probably felt frustrated by the slowness of a page loading or a video buffering. Annoyance, boredom, and tiredness have become universal human expressions of waiting for stuff to happen online, and these expressions act as a foil for the new Firefox experience. We loved working with our teams of actors and directors to capture the essence of the wait face and we still smile when we watch the spots.<\/p>\n

The antidote to wait face is the new Firefox. \u00a0When our actors fire it up the waiting resolves to joy and excitement as people experience the sensation of speed. The internet is theirs to enjoy. And the energy that all the teams put into this spot can be felt.<\/p>\n

Take a look.<\/p>\n