The Best Things In Life Are Free

This was a tough one — people love to hate Internet Explorer, even when Microsoft fixed a lot of its shortcomings in IE 10.

We came up with a bunch of ideas around all its sexy new features, but we realised that no one would take our word for it — we had to get people to actually use it. So we latched onto the one thing no one can dispute — it's free. And to get them to try IE 10 for free, we gave away free pizzas to everyone who used it to order online.

To drive our point home (and because we spent our budget on pizzas), we made every element of our campaign by hand out of free pizza boxes and dough kindly donated by a local pizza shop.