Mozilla Marketing

Firefox is 100% Organic Software

By DR ⋅ December 26, 2007 ⋅  Print This Post ⋅ Post a comment

We’ve recently coined the term “100% Organic Software” as a metaphor to help explain to the general consumer audience what makes Mozilla (and the Firefox product) a little bit different from other traditional software makers. John has some well thought out posts about why we’re doing this and the full cliff-notes version of what it means, but I wanted to give a glimpse of the creative that will support the effort to better communicate this “organic” aspect of our organization.

For starters, in the US we’re going to feature “100% organic software” on an update to the US Mozilla.com homepage. We’re also running some search and contextual advertising (both text and graphic banners) on a number of different websites. Check out version 1, version 2, and version 3 of the animated banners that will promote the “100% Organic Software” concept.

Our focus is to reach out to the general consumer that tends to be environmentally conscious, political aware, and interested in social causes — consumers that are web-savvy, but unaware of the technical or social benefits of open source and open web standards. In order to reach these folks, we are going to run these contextual display and text ads on a number of political, environmental, social, and consumer websites where these consumers hang out.

Trying to come up with a good concept for this was challenging, but Nobox, an agency that we have collaborated with on many projects, did a nice job of creating visuals and copy that blend the complexities of open source, the “organic” nature of Mozilla software development, and the user benfits of a free and open web.