The precise behavioural targeting available through Microsoft Advertising helped Vauxhall’s Insignia launch to go the extra mile, boosting online ad awareness by 12.6% and 10.4% amongst auto researchers.
The power of online events as marketing solutions was spectacularly demonstrated by the cruise operator Color Line’s campaign to launch a new vessel. A live performance from Kiev harbour by pop group A-ha was seen by over 123,000 people online, thanks to a Microsoft Advertising campaign that resulted in 7.5 million ad impressions.
Nokia turned to Microsoft Advertising for a marketing solution to help launch the N95, a smartphone that marked the transition of mobile handsets from simple phones to pocket PCs. Microsoft boosted reach amongst the ‘Life builders’ and ‘Technology leaders’ identified as crucial to the success of the launch by a further 2 per cent. Integrating online into the overall marketing solution delivered significant uplifts in awareness and purchase intent; online proved to be a hugely complementary medium to TV and it did all this at half the cost of combining TV and press advertising.
The Massive gaming network proved a high-performance vehicle for Movistar’s drive to increase brand affinity amongst technologically inclined 16-35 year-olds. A marketing solution customising the mobile operator’s high-impact creative to the environment of each game, delivered a 74 per cent uplift in brand rating and a 44 per cent rise in subscription consideration.
Nivea launched its online magazine FYI (Fun, Young and Independent) to engage teenage girls with its Nivea Visage Young brand. An MSN Mobile marketing solution played a crucial role in capturing email addresses for the FYI mailing list, delivering a 15 per cent conversion rate and maintaining crucial momentum for the magazine.
Consumer electronics giant Philips turned to Microsoft to bring its brand message of sense and simplicity to life in the health and wellbeing marketplace; the result was a uniquely in-depth, localised digital marketing solution that used a compelling ‘myth or fact’ premise and an innovative range of online tools to engage over one million users.
The global PC manufacturer, Lenovo, scored a hugely successful launch in India after reaching an audience of 23-35-year-old males through advertising online with MSN. The FIFA Goal 2006 soccer zone, specially created for Lenovo on MSN’s Cricket & Sports channel, helped the campaign to achieve exposure to over one million MSN users.
Launching its sporty, three-door C30 vehicle on MSN and Windows Live introduced Volvo to an entirely new driving audience, inviting debate, forging new brand associations and boosting purchase intent by 12 percentage points. The digital marketing solution provided by Microsoft Advertising provided the perfect platform to launch Volvo to a new market.
A campaign running across MSN Entertainment and Windows Live Messenger boosted the association between beer brand Grolsch and Grolsch-sponsored music events such as Lowlands and Sensation. Amongst an 18-24 year-old audience targeted by the digital marketing solution, Grolsch was seen as cooler, more popular and more enjoyable, with purchase intent up a very impressive 17 per cent.
A well-judged combination of editorial and merchandising transformed the MSN Shopping portal into a highly effective virtual shop window for online fashion retailer http://www.koodos.com/. The recently launched site, which offers designer brands at bargain prices, found its digital marketing solution generating 40,000 leads each month, with above-average conversion rates.
Relatieplanet is the market leading dating site in the Netherlands and Belgium. It offers free membership and is open to anyone over the age of 18 who is interested in finding a date, friend, or life partner. Using Microsoft Direct Response, Relatieplanet is able to plan campaigns in a cost-effective way. In its recent campaign, Relatieplanet acquired 65,000 new members.
