Geert Desager

Trade Marketing Manager

advertising.microsoft.com/asia

Beyond the banner

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Agenda

• Online

• Creativity in the banner

• Creativity beyond the banner

• Branded content

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Online

Source: www.internetworldstats.com , May 2008

Exploding Online Users in APAC

Source: www.internetworldstats.com, May 2008

Still huge Potential in APAC

Source: www.internetworldstats.com, May 2008

Exploding Online Users in APAC

Source: www.internetworldstats.com, May 2008

Exploding Online Users in APAC

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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

Radio

10.5 hours

TV

16.9 hours

Newspapers

4.2 hours

Aged 25-34

Magazines

3.7 hours

Internet

20.8 hours

Radio

10.6 hours

TV

15.2 hours

Newspapers

5.9 hours

Top/Middle Management

Magazines

4.2 hours

Internet

19.9 hours

Radio

9.3 hours

TV

14.8hours

Newspapers

5.6 hours

University degree or

above

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

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Creativity within the

banner

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Creativity is the key to consumer engagement

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The world’s longest ad!

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Creativity beyond the

banner

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In Progress

Games

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Case Study: Guinness Singapore

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Campaign Background

Objective

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

• Engage passion for pool in a fun & interactive manner

• Drive recruitment

How?

• 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.

Why?

• 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

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Integrated User Journey

PROn Trade

ATL

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

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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

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Windows Live Messenger Game

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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

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In-game advertising

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In game advertising

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2d dynamic imagery

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2d dynamic imagery

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2D Imagery

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Desperate Housewives Screenshots

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Ford Case Study

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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

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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

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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

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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

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• 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

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Gaming

EntertainmentCommunity &

Social Network

Xbox Live: Gaming, Entertainment, Social

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Programming: Magnify the Mania

Game Content

Gaming Events

Original Content

Community Events

Entertainment Content

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Xbox Weekly TV Sponsorships

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Messenger

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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

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Branded content

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Social Media

Leveraging their network99% of web sites are

not socially enabled

APIs slideAdd streaming

Silverlight videoAdd

photos

Add

posts

Add dataDisplay

recent

upload

s

Add

advertisement

Add Messenger

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More innovation

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Surface

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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

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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

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Thank you