Microsoft Deutschland. Windows Live Messenger Campaign

The concept and production of an online campaign as well as an MSN homepage takeover. Promotion of the new Windows Live Messenger and communication of the accompanying competition.

The Motto: Live!
The heart of the campaign is the demonstration of the unmistakable advantages of the Windows Live product family: immediate communication and uncomplicated exchange amongst friends. For this the Creative Media Team from Neue Digitale / Razorfish chose a scenario with high identification potential: planning a party event.
 

The Event: 4 clicks away!
The advertising material emphasizes the simplicity of the Windows Live Online Tools on offer: The invitation is sent with Windows Love Hotmail and Messenger.  Windows Live Skydrive delivers appropriate music.  And the party photos are published on Windows Live Photos. The landing page brings together all tools and possibilities. And presents them in a striking and comprehensive manner in four simple steps.

The Moment: 3, 2, 1, Smile!
An attention seeking takeover of the MSN homepage intelligently combines marketing material. In this way, what is happening in the full size banner has a direct effect on the content of the content ads underneath. Party photos, taken in marketing material, then appear in other marketing material and also as wallpaper. A newsletter also communicates the Windows Live principle as well as the accompanying competition.

The number of registrations for the competition exceeded the previously defined goal by 200%. Access numbers to the portal tripled during the campaign run. And the click rates of the online marketing material were over 5%.