Measurably Daring™

Mozilla Firefox Quantum - Building awareness with “conscious choosers” in the age of privacy.

Where We Started.

Mozilla came to Fetch to help launch their new Web browser, Firefox Quantum. Our challenge was to drive awareness of the Quantum browser, which is ethical, responsible, and now crazy fast. Our target audience was “conscious choosers,” consumers who are community-minded, tech-forward, and make purchasing decisions based on their values.

What We're Doing.

We designed a multi-platform media strategy including partners with similar purpose-driven values. The campaign tagline, “Fast for good.” was created to appeal to Mozilla’s target audience.

Our digital media strategy centered around publications such as the Washington Post, and Reddit. On TV we created a content tie-in commercial during the popular cyber thriller TV show, Mr. Robot, positioning Firefox Quantum as a browser that is fast as well as safe.

Out-of-home efforts concentrated on getting users to places they loved faster. We branded electric cabs in Austin with Firefox messaging and used time specific targeting to speak to pedestrians at transit shelters. At ComplexCon, we sponsored a “fast pass” allowing attendees to find the content they loved, faster.


Today “conscious choosers” are customers who vote with their wallets. 47% of Millennials believe that CEOs have a responsibility to speak up about the issues that are important to society, and 75% of those having taken action based on a company’s stance on an issue.

“Fetch designed a robust, multichannel national media strategy for the Quantum launch, that enabled us to reach our target audience not only on mobile and desktop devices but also through out of home, unique events and TV.”

Justin Terry - Head of Paid Media, Mozilla