Beyond the banner

transcript

Geert Desager

Trade Marketing Manager

advertising.microsoft.com/asia

Beyond the banner

Agenda

• Online

• Creativity in the banner

• Creativity beyond the banner

• Branded content

Online

Source: www.internetworldstats.com , May 2008

Exploding Online Users in APAC

Source: www.internetworldstats.com, May 2008

Still huge Potential in APAC

No. of hours spent on

each medium per week

Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand

Source: Synovate AsiaBUS Survey June/July 2007

Magazines

3.0 hours

Internet

18.5 hours

10.5 hours

16.9 hours

Newspapers

4.2 hours

Aged 25-34

Magazines

3.7 hours

Internet

20.8 hours

10.6 hours

15.2 hours

Newspapers

5.9 hours

Top/Middle Management

Magazines

4.2 hours

Internet

19.9 hours

9.3 hours

14.8hours

Newspapers

5.6 hours

University degree or

Executive Summary - Regional

The Internet outperforms TV & print in time spent among key demographics

Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008

2007 Internet Ad Spend

Creativity within the

banner

Creativity is the key to consumer engagement

The world’s longest ad!

Creativity beyond the

banner

In Progress

Case Study: Guinness Singapore

Campaign Background

Objective

• To build and reinforce awareness of pool, G9BT and Guinness

• Engage passion for pool in a fun & interactive manner

• Drive recruitment

• Capitalizing on the über-popular digital platform of Windows Live Messenger, we will put Guinness

and the game of pool in the daily lives of our target audience and potential customers.

• The MSN network has 7.6 million users in Singapore, Malaysia and Indonesia alone

• 2.1 million users are on Windows Live Messenger (SG = 1M, MY = 900K, Indon = 183K).

• 75% are above 18 in all 3 of these countries

• 30% are our bulls-eye target profile (25- 34 years); total potential reach of 630k users

Key efforts

• First time on MSN ever! A pool game allowing peer-to-peer interaction

• Widespread visibility on MDAS properties

• Banners and strategic site takeover executions to drive awareness/traffic

• eDM blast to member bases to inform about the latest Guinness-sponsored

pool game download on MSN

• Drive to www.guinness9balltour.com site via Windows Live game vehicle

Integrated User Journey

PROn Trade

www.Guinness9balltour.com

G9BT MSN Pool Game Mini-Site

WL Messenger Pack

MSN Homepage OTP

MSN Feature Offer eDM

WL Hotmail – Super

Banners, skyscrapers,

Regional Digital Media

Link to G9BT

MSN Pool

Game Launch

mini-site

User Invite Friends to play on

MSN Messenger

Regional media buy is applicable to:

Malaysia, Singapore and Indonesia ONLY

Guinness Pool Challenge Site that

promotes Windows Live Messenger Game

Guinness Pool Challenge Site

Hotmail – Showcase, Super Banner & Skyscraper

MSN SG Home Page – Expandable showcase

Windows Live Messenger – Expandable Half Banner,

Today Mini Showcase, Webcam Showcase &

Conversation Window Textlink

MSN Mechanism for Guinness

Windows Live Messenger Game

THE RESULTS SO FAR!..

500,000 people have added FRANK to their buddy list

There have been over 3 million conversations and 34 million questions

Each lasting five minutes on average

The Agent is accessible 24 hours a day, seven days a week.

IM: talktofrankbot@hotmail.co.uk

In-game advertising

In game advertising

2d dynamic imagery

2D Imagery

Desperate Housewives Screenshots

Ford Case Study

Background

• The Ford Fiesta ST is the high-performance range-topping Ford Fiesta –

directly inspired by it‟s race-bred Super 1600 Fiesta

• In association with their media agency, Mindshare, Ford indentified in-game

advertising as a media key to the Fiesta ST‟s communications strategy

because:

– It delivers a young male audience in a exceptionally relevant and entertaining environment

– It enables a brand experience to be created at a time and place when the audience are highly

receptive

• Massive was selected for its:

– Strong audience profile match with the Ford Fiesta ST target market

– Ability to connect with this target through AAA/premium content game titles

– Proven advertising effectiveness

– High level of accountability

Objectives and strategy

Objectives

• Build awareness

• Inject excitement into the Ford Fiesta ST brand and reinforce the car‟s core

credentials

Target audience

• Young (predominantly male) car enthusiasts

Strategy

• Deliver high impact brand messaging in premium content racing and sports

games – „inheriting‟ the characteristics of both the medium and the selected

content

Execution

• 8 week campaign across Massive UK‟s Racing channel and Sports channels

• Customised ad creative, optimized for maximum impact and user acceptance,

specific to each game title

Results – audience delivery

• The campaign successful reached Ford‟s target audience

of young male car enthusiasts– 86% male

– 71% aged 16-34

• 84% currently own a car and 80% are responsible for

their own car purchase decision

• Crucially, 46% plan to buy a new car in the next 12

months, making them 77% more likely to do so than the

non-exposed gamers

Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

• Significant positive impact on key metrics amongst gamers exposed to Ford Fiesta

ST campaign

• 55% of those who saw the ads said it left them with a more positive opinion of Ford

Ad Recall & Rating % uplift1

Ad Recall (unaided) – Ford Fiesta ST +67%

Ad Recall (aided) – Ford Fiesta ST +33%

Tagline association +38%

Rate Ford as an innovative car

manufacturer+42%

Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

Results

Brand Attribute Association% uplift for those stating strongly agree or agree

+31% “Benefits from the manufacturers rally car experience”

+24% “Has best in class road handling”

In-game ImpactThose who recall seeing the Fords ads said that they:

1 % uplift is defined as the percentage difference between the test and control groups

Gaming

EntertainmentCommunity &

Social Network

Xbox Live: Gaming, Entertainment, Social

Programming: Magnify the Mania

Game Content

Gaming Events

Original Content

Community Events

Entertainment Content

Xbox Weekly TV Sponsorships

Messenger

Games For the first time, millions of PC gamers can plan benefit of the

advantages of Vista AND play against Xbox 360 Gamers (10M worldwide)

for Windows

Branded content

Social Media

Leveraging their network99% of web sites are

not socially enabled

APIs slideAdd streaming

Silverlight videoAdd

photos

Add dataDisplay

recent

upload

Add Messenger

More innovation

Surface

Beyond the browser• http://memorabilia.hardrock.com/

• http://www.laguna-coupe.com/silverlight

• http://photosynth.net

• http://research.microsoft.com/ivm/HDView/HDGigapixel.htm

• http://photozoom.mslivelabs.com/Default.aspx

• http://www.xrez.com/yose_proj/yose_deepzoom/ClientBin/TestPage.html

• http://contosobicycleclub.mslivelabs.com/

• http://news.sbs.co.kr/nview/nview_index.jsp?news_id=N1000318157

• http://premium.quiksilverlive.com/

• http://labs.live.com/photosynth/view.html?collection=sanmarco/index1.sxs&st=coll

• http://www.hsn.tv/

• http://ambilight.msn.com/movies/

• http://www.zillow.com

• http://dev.live.com/

• http://www.harley-davidson.com/wcm/Content/Pages/Ride_Planner/Ride_Planner.jsp?locale=en_US

Remember

• Online media = mass media

• You can be creative in existing formats

• We can do much more if we can work closely

together from the start

Thank you

Beyond the banner

Business