Using a disruptive language across all media – print, radio, TV, online – caught the consumer's attention and drew them to the site where they learned about Google's practices against their privacy. In Britain, Pig Latin is well-known as a children's playful language, so not only could people understand our messages, but the idea of using a silly kid's game to break Google and protect their privacy was well received and challenged people's perception of the brand.

It also gave Microsoft an arresting and playful tone of voice and repositioned Outlook.com as a friendlier, trustworthy alternative.

Objective achieved: reduced favourability for Gmail and increased favourability for Outlook.com

• Over 1.5 million unique visitors to the website (150% of target of 1 million).

• Over 200,000 signed the online petition against Google's Gmail practices.

• Over 3 million social media impressions and featured in national news (with a media value of over £6 million).

• Total reach over 40 million people in the UK, and more worldwide via online.

• Over 1 million new Outlook.com accounts opened in the UK during campaign.

• Consumers banded together to launch a class-action lawsuit against Google for breach of privacy.