This campaign introduced AirAsia’s new à la carte baggage weight check-in for passengers which comes in three sizes: Supersize Regular, Medium and Large. The challenge was to do it with a sense of fun, different from AirAsia’s usual information-driven communications. The three key ideas “Laptop Baggage”, “Zipper” and “Chinese Basket” focus on online booking, an expandable travel bag and, to coincide with the Lunar New Year, a Chinese basket.
“MyBanner” reinvents the role of banners by giving Internet users the chance to be active rather than passive. Using a range of icons in a new alphabet, they can create a personalised clip, save it into a database under their nickname, and then get advance notice via the banner of when their clip will be played. “MyBanner” is powered by Eyeblaster.
The creative piece shows a Takeover ad, where by doing mouseover over the boxbanner placement, it shoots an entire animation in which that same banner sucks up the entire webpage, while loading an 'intensity' bar. Once that bar is full, a car pops up from the background showcasing the product and a brief description of it.
To increase brand awareness of the new BMW Series 1 and tell users about its features, this BMW campaign offered free downloads such as pictures and ringtones. BMW has one of the best WAPs in Spain, so they always try to drive traffic to their site and convert simple users to heavy ones.
This campaign aimed to increase awareness of the new BMW concept "Efficient Dynamics" and convert MSN Mobile and Windows Live users into BMW clients. BMW has one of the best WAPs in Spain and they always try to drive traffic to their site where users can download free ringtones and pictures.
BMW wanted to show that their EfficientDynamics technologies are, first and foremost, about efficient, enjoyable driving experiences. The environmental benefits are a necessary part of the innovation, but are never used at the expense of performance. We created a series of strong and uncluttered ads that invited potential buyers to interact to find out more, helping them make sense of quite complex technology. A clean and minimal design style added to the strength and simplicity of the campaign. We have seen impressive interaction rates of up to 45% - particularly impressive when you take into account that this is a brand campaign. Additionally we have seen an excellent response across secondary post click activity with the ads driving more than 800 brochure requests and 51 test drives.
This campaign aimed to test Mobile Advertising by identifying which of the 12 featured products got the best results. BMW has one of the best WAPs in Spain and the offer of free downloads such as pictures and ringtones drove a lot of traffic to their site, thereby converting simple users to heavy ones. The campaign got a lot of media coverage.
MINI always wants its communications to surprise. Online ads were created using materials from the MINI Clubman minisite. These included customisable backgrounds and call to action formats such as a teaser Peel on MSN that revealed some fantastic videos that showcased the car.
To promote the launch of Cathay Pacific’s brand new cabin classes users were invited to an ‘Experience’ website where they could virtually see and try the product before flying. The banner provides a personalised check in, allowing customers to pick their desired travel class and destination. They are then delivered with a boarding pass that lets them experience what seating looks and feels like in the new Cathay Pacific cabin classes.
To promote the launch of Cathay Pacific’s brand new cabin classes users were invited to an ‘Experience’ website to virtually see and try the product before flying. Different versions of the banners show what a passenger could look like when reclining in each of the new Cathay Pacific cabin classes seats during a day or night flight.
Objective To promote the launch of the entirely new Cathay Pacific cabin classes’ ‘Experience’ website inviting customers to virtually see and try the product before they fly. Strategy and concept This intelligent execution makes use of a floating banner (called ‘catfish’) that follows users throughout the page they are surfing on, encouraging them to discover Cathay Pacific new cabin classes through any of the multiple display banners. Once clicked on, the page transforms itself and lets users discover more of the new designs key attributes, delivering them with a glimpse of the first-person point-of-view experience awaiting them on the new website.
This masterpiece will be the answer for the future. Excellent off-road performance and comfortable running performance on-road." This online campaign was part of an integrated campaign to introduce the new Jeep Cherokee - a masterpiece from the historic Jeep brand born out of the spirit of craftsmanship. The campaign uses the single kanji character "匠", which means craftsman. The "匠" kanji character is carved out of the body of the Jeep Cherokee and shown in a glowing light. It implies that these skills cannot be developed overnight and are instead something "authentic" acquired over many years, and that sense of craftsmanship shines through as if having seeped from the interior of the vehicle.
Campaign:
Chrysler GRAND VOYAGER Launch Announcement
Campaign Description:
The new Grand Voyager emerges as the fifth generation since the minivan was created – the result of of continuous improvement that is both functional and beautifully designed. The flexible seating arrangement is like "folding art", which, as a single piece of paper can change through origami, stirs up the creativity of passengers. The campaign website introduced the origami motif as a concept and featured five stories conveying daily life experienced with the Grand Voyager. The “Wish you a happy time” banners follow this view, conveying a mood of gentleness and love that the new Grand Voyager engenders.
Since 51% of Brazilian internet users use Hotmail as their email platform, this campaign to launch the new Citroën C4 Picasso targeted 30+ AB Hotmail users. This new interactive format generated over 171,000 clicks within 10 hours, exceeding the results of an average campaign by 200%!
Campaign:
Cathay Pacific and Dragon Air Special Offer Promotion
Campaign Description:
Targeting affluent professionals who enjoy travel, this campaign promotes the latest special offers from Cathay Pacific and Dragon Air and skilfully communicates their mission of “safety first”. The creative uses the familiar sight of a taxi meter to show the surprisingly low fares on offer. The changing number in the meter makes users curious to know the price and reassures them that flying with these airlines is as safe as taking a taxi.
To celebrate the launch of the new Emirates A380 Superjumbo, this set of online ads was created to champion the aircraft's unique feature, onboard showers. Based on the insight that onboard showers sounded too good to be true, the campaign idea takes the universal truth that people love to exaggerate their travel stories. Each of the three interactive video ads features a character telling a travel story. The user can choose which level of exaggeration they want to play within the ad: ‘SOME’, ‘NONE’ or ‘WILD’. The twist is that the part about the shower always stays the same, as it needs no exaggeration.
Emirates launched a route between Dubai and LA, the home of movies. To celebrate the new route, the campaign featured a short movie 'The Exposure of Tom King' that was shot in LA, with no people in it whatsoever. People from around the world auditioned for a role via webcam. Avy Kaufman, Hollywood casting director, (Brokeback Mountain, Sixth Sense) selected the cast, who were then composited into the original LA movie. The final movie has a global cast, acting via webcam in the same scenes, but who have never met. The movie premiered on 7th November, 20:00hrs in LA and was streamed to www.theexposureoftomking.com
Building on the global Fiat 500 campaign, this is a digital consumer brand experience. With a powerful call to action that makes the user curious and an element of surprise, it’s a memorable campaign that makes the Fiat 500 stay in the mind. When banner expands, it transforms the Fiat 500 and communicates that the small car doesn’t pollute the atmosphere. If the user stays with the banner for a moment, they get an amusing surprise. Produced using video, flash and programming files.
Building on the global Fiat 500 campaign, this is a digital consumer brand experience. With a powerful call to action that makes the user curious and an element of surprise, it’s a memorable campaign that makes the Fiat 500 stay in the mind. When banner expands, it transforms the Fiat 500 and communicates that the small car doesn’t pollute the atmosphere. If the user stays with the banner for a moment, they get an amusing surprise. Produced using video, flash and programming files.
This campaign was a 24-hour Homepage Takeover Event. On mouse over, the medium rectangle expands to an overlayer where the ad plays with different mobile phones taking their position on screen. Once they are all in place, they reveal an image of the new Ford Fiesta, encouraging people to discover more about it by clicking through to the Ford website.
This campaign was commissioned in response to a 3D Brand study, which showed Ford Fiesta was being out-performed by its competitors on brand favourability with its target group. Upmarket young women (aged 25-35) weren’t buying Fiestas – or even thinking of doing so. They needed some fresh thinking, to speak to the audience in their language and appeal to their core interests.
The idea was create Scandinavia’s first online fashion TV series, called ‘Boost’. It launched with a hunt to find three young women who would become the show’s presenters. Girls were invited to upload their pictures to a casting site together with testimony, explaining why they should be chosen and their peers were invited to vote for their favourites.
In each programme the Boost girls tested fashion tips and visited events like concerts, release parties and Copenhagen Fashion Week – all whilst driving around in the sexy new Fiesta. The Microsite was accompanied by banners and advertorial content
This online campaign aims to show the TV commercial for the Ford Fiesta, adapted to the size of a banner. This video was also shown as an expandable banner on Messenger and Spaces.
The brief was to change perceptions of the Ford Fiesta, from a rather outdated image to that of a style icon. At the core of the campaign was an innovative 3D website, built by MSN, that integrated the new Ford Fiesta into the navigation, giving the audience a true online experience where the car became the key enabler to exploring the site. Extending this innovation into further unchartered territory was the partnership between a number of (competing) media owners to create a truly on and offline experience.
The user is invited to play with the Ford Fusion car by throwing it through a world map. The idea was to connect the car with the trip promotion of Ford and TAM Airlines.
This online campaign to launch the Ford Kuga in Belgium used a non-standard Homepage event to intrigue MSN users. The MSN Homepage appears totally white until users erase it and reveal the new car. They could then click through to learn more about the car that breaks all the rules of design.
To unveil the capacity and the versatility of the Ford Transit, the consumer is invited to put cargo into the vehicle. To do so, they must discover anagram words that are all related with delivery.
This Flag campaign for Germanwings aimed to build reach and generate interaction with users. From the MSN Homepage, a small travel guide is one click away, but immediate information within the ad presents the range of attractive European destinations served by the airline.
This concept successfully communicates the airline’s special New Year offers and its extensive number of destinations. One click activates a spectacular fireworks display for each city which then fades into a map of Europe showing Germanwings’ entire route network.
Gol Airlines is the fastest growing airline in Latin America. Using the Butterfly theme, the ads convey the concept that flying has never been easier and cheaper. By dragging a mouse along a line at the bottom of the ad, an ugly bug slowly grows wings and turns into a beautiful butterfly.
Building on the excitement around the Euro 2008 football tournament, a special fan zone section on MSN and activity in the Autos Channel engaged potential Hyundai customers by allowing them to write a messages in support of their country’s team. As the tournament progressed, user traffic to Hyundai’s Euro 2008 microsite rose with a high click rate.
This campaign raised awareness of the Hyundai brand and launched the Genesis as its flagship model, positioning the car as a premium sedan packed with advanced technology.
The campaign mission was to collect 250,000 new email addresses for KLM Asia then kickstart them on a sophisticated new CRM programme, eventually converting many into new customers. The agency calculated that it would take 450 Airbus A380s to carry 250,000 people around the world. Riding on the power of referrals and the promise of a plane full of prizes, they engaged potential players and got them to spread the word to friends and family with this Fill A Plane campaign. The mechanics were straightforward: register to get on a plane then invite your friends to score points. Everybody on the plane with the highest score wins! To make the process more realistic, there was an online check-in where you could choose your seat. There were also blog stickers, facebook postcards and other sharing tools (from dig to twitter) to help players boost their scores and get the word out on the airwaves.
This simple banner campaign successfully features all the different Malaysia Airlines fares while keeping within the permitted file size and specification. The low fares are showcased with the innovative use of a slider bar.
Campaign:
Mazda Biante - The man that spreads out as he pleases
Campaign Description:
No matter what you want to express, it’s impossible to free oneself from the confines determined by the size of the advertising space. This campaign imaginatively tackles this restriction to communicate the USP of the Mazda Biente Minivan which has the most spacious interior in its class. A man uses force to widen the cramped advertising banner to convey the vehicle’s sense of spaciousness. The banner surprises users by breaking the rules generally seen on portal sites and successfully generates appeal for the product.
This banner was created to communicate a big sale of used Mercedes Benz vehicles. The challenge was to sell used cars while maintaining the high quality of the brand.
To generate high awareness for the new Mercedes Benz GLK, this mobile campaign used several MSN channels and the Windows Live Portal to drive users to a WAP page where they could configure their own Mercedes GLK, access free downloads or contact Mercedes-Benz for more information. Great results included an excellent average CTR.
To increase brand awareness of the new Mercedes CLC, the user visited a WAP page to access free downloads, find out about the car’s features, or contact Mercedes for further information. The campaign ran in MSN (Home, News and Money) and led to great CTR ratios, especially in News.
To promote its new B-Class SUV, Mercedes-Benz partnered with Microsoft Advertising to launch a Space competition. Using the Takeover ad format for the first time in China, this campaign appeared across all MSN ad placements on what was called “Benz-Lucky Day”. The consistency of the ads and the “Benz style” online environment made a huge visual impact on users, making them curious enough to click on the ad to explore the B-Class Space competition and find out more about the vehicle.
The objective of this 360-degree digital campaign was to generate a qualified database for the client. The creative turns the TV commercial into a whole interactive experience where the user has the chance to take the leading role in the ad by trying to slow down the new faster MINI car. The campaign attracted over two million unique users while the Rich Media creative obtained an average interaction rate and time of 99.8% and 97 seconds respectively. Even better, it generated over 3,000 qualified leads!
The goal was to let the target audience know about the campaign competition, tell them about the special promotional offer for buying a MINI, and get them to spread the word. A customisable asset allows users to enter their name in the banner. A megaphone then expands from the ad telling the user by name to share the news with their friends so that they too can have the chance of winning a MINI or a trip to New York. This innovative way of grabbing the user’s attention and engaging with them led to a high response rate.
Hong Kong's MTR transport system carries 3.4 million passengers every day. Although the MTR Club boasts over 700,000 members, there had been no communication with them on a personal basis. Using the re-vamp of the MTR Club website as an opportunity to establish a dialogue between the corporation and the general public, a 'Love Our Site' blog was created. The blog allowed interaction with members by asking them to voice their opinion on design, games, downloads, new promotions and other content which was set to feature in the new website. Their favourites were then incorporated into the website’s design. During the eight-week promotion, the blog received over 80,000 unique visits and 16,000 votes. By opening the design process up to the general public, valuable insight was gleaned into the wants and needs of customers. The blog also touched a range of diverse subjects from current events to favourite MTR memories and nostalgia.
"In this MSN Takeover campaign to promote the Nissan Qashqai, animated banners entice users to take part in ""The Survivor"" game to practice their coordination and reaction skills. Driving the Nissan Qashqai, users have to avoid being hit by the falling cars that the city is throwing at them in order to reach the next level of the game. Powered by Eyeblaster.
This successful campaign uses word play to cleverly illustrate how cheap Norwegian Airlines fares are. We see a huge pair of feet standing on the page as if it were a weighing scale. Numbers at the top of the page appear to reveal the person's weight but in fact they show an example of the "light" fares on offer. The range of destinations and fares available surround the MSN page and users can click on the banner to find out more and book their tickets.
This successful campaign uses cleverly illustrates Norwegian's seat sale, with a creative solution that features an 'air drop' of destinations and fares, whilst towing a banner across the MSN Homepage.
To promote the new Corsa, Opel's "In Touch" campaign focused on the different gadgets offered by the car using "play" as its main theme. Online, as an event on MSN Entertainment, users were amused by various videos which they could share with friends, and invited to visit the new Corsa's website.
To continue the hype and awareness around the launch of the Opel Corsa 4400, this peelback ran on the MSN homepage. Peelbacks are not widely used in South Africa and the campaign made a real impact. It achieved an effective CTR of 0.26% with a CPC of less than half the average. The placement generated 13% of traffic to the “dealer locator” page – which delighted the client as it was a critical objective for them.
This high impact banner campaign to create awareness of Peugeot’s new model was complemented by a hot site featuring six separate chapters of an intriguing story called “The Awakening”.
Entrant Agency:
Yi Bu Guan Lian Media Advertising Co./ Peugeot
Campaign:
Peugeot-207cc promotion
Campaign Description:
To promote Peugeot’s new open-hard top coupé, this aspirational campaign emphasises the style and power of the 207CC to potential customers and shows the sort of cool person who drives its range of modern vehicles.
This campaign quickly captures attention for the Peugeot 207SW, engaging users by creating a relevant reason for them to consider Peugeot. When selecting a car, being able to envisage how that car will fit into and enrich your lifestyle can be key – especially for a premium priced import like Peugeot. Ten lucky winners could take their own customised “Petites Vacances Française“ in Peugeot 207SW style. A selection of 100 “Peugeot recommends” locations throughout Japan – hotels, museums, parks, etc – were introduced in the special tie-up site developed on MSN. Each location was interactively mapped, and visitors were invited to select three that would create their ideal weekend getaway. Within the tie-up site, they could virtually experience the simulated drive between locations – together with background music, scenery images, and narrations of each venue’s highlights, along with moving 207SW videos and footage – and could then apply to win their customised vacation.
A combination of Eyeblaster and expandable banners in Messenger and Hotmail were used to build mass awareness of the new Proton MPV. The attention-grabbing creative depicted the new vehicle’s imminent arrive by featuring an ultrasound of the Proton MPV frame inside a human womb. The competition to win a Proton MPV attracted an overwhelming 255,000 entries – five times the number generated by SMS. The high interest level delivered nearly six times more click-through than the industry benchmark across the Microsoft platform and other top sites.
Campaign:
Mitsubishi Heavy Industries, Nagoya Aerospace Systems Works, MRJ Project Member Recruitment Plan
Campaign Description:
This campaign to recruit aircraft engineers for Mitsubishi Heavy Industries targets a notoriously difficult target group - engineers with high-level technical and manufacturing-based careers. The campaign takes a creative approach by targeting engineers with a yearning to build aircraft. It also sought to attract further interest and build a sense of expectation where the targets would wonder if they could handle the job. Click rates were four times that of the media average and positive effects on traffic were seen, also enhancing client satisfaction.
The Saab brand originates in the field of airplane engines. Building on this heritage, the campaign tells users that Saab cars are developed in the sky and engages them to reveal a little about themselves to find out which Saab model is a good match for their lifestyle. Once they have selected from a range of adjectives to describe themselves, the user sees a personalised message that tells them what kind of “Saabist” they are.
Tongli is an ancient town dating from the Ming and Qing dynasties. The ad promotes the opening of Tongli’s Spring travel and culture season and a “Love back to Tongli” tourism video shot by a famous film director. The beautiful scenery, the love story and the fact that it’s “Gu Zhangwei’s latest film” combine to attract users to click on the ad and watch the video. This was the first time that a Chinese advertiser had launched a promotional film online rather than TV.
As part of its ”Made with a Human Touch” online campaign for Toyota Denmark, NetPeople produced this take-over banner for the front-page of MSN.dk. Part of a larger, integrated campaign, the banner uses a test-driving scene from a Toyota TVC as its starting point. In the banner, users steer the car from the TV spot around on MSN.dk, using the mouse. As the car moves over the screen, the muddy tyre tracks reveal the payoff – an invitation to enter a competition to win F1 tickets executed on the brandsite.
The Toyota Matrix is a very rare model in Mexico, and people didn't know if it's a car or an SUV. The campaign and microsite focuses on all the gadgets offered by this vehicle and users can interact with the brand by designing their own Matrix with the features of their choice.
To showcase UPS’s role as official venue logistics delivery provider for the Beijing Olympics, UPS immersed a Hong Kong audience four months ahead of the Games. MSN’s audience of 1.9m users was leveraged with exclusive Hong Kong media firsts – Messenger alerts and Games. UPS delivered daily Olympic news with instant alerts, a series of Olympic Equestrian games, and sponsorship of the Olympics MSN.com site. The campaign recorded a ground-breaking 6,984 alert subscriptions, and 39,850 game plays.
By matching the MSN page content modules, this Content Takeover skin makes the ad look like it’s interacting with the MSN page, giving the user the feeling that it’s a special ad. It serves as a mini site with detailed information and over 30 links to Visa’s new travel site.
"In 2008, the eyes of Brazilian consumers were on the launch of the next generation of the most popular car in the country. The campaign for the new VW Golf featured celebrities Sylvester Stallone and Gisele Bündchen. The concept was: New Golf. Beautiful as never before. Golf as it always has been. In this ad, users could see the car 360º, showing off the gorgeous new design as well as its aggressive performance."
Volkswagen trucks are the only tailor-made vehicles in Brazil developed for each client’s needs. So the communication concept follows this USP: “The only ones in Brazil to be tailor-made to your business”. The online ad reinforces this concept by drawing in the user to fold the paper to make a package. Once folded, we see that the box is a VW truck.
Following the campaign’s concept “It fits whatever you imagine”, the user drags several objects into the VW Spacefox when suddenly a visual experience takes them by surprise. The ad then suggests that they take a picture and save it to their MSN.
Besides being a small car, huge on the inside and with an innovative design, the VW Fox is also the tallest compact in its category. So, the concept for the new campaign site is “It’s more fun from above”. This MSN Takeover is user-initiated and ends with a different perspective - an aerial view over a crowd of people holding up letters which form the ad's slogan.
In 2008, the eyes of Brazilian consumers were on the launch of the next generation of the most popular car in the country. The campaign for the new VW Golf featured celebrities Sylvester Stallone and Gisele Bündchen.The concept was: New Golf. Beautiful as never before. Golf as it always has been. Users could engage with the car by dragging their mouse to turn it around, whereupon it bursts out of the ad to show its full beauty.
This integrated campaign re-ignited Hong Kong consumers’ love for Volkswagen by giving them the chance to show their love for the brand online, on the street, or on their mobile. The public was engaged through a car racing game called the Volkswagen Challenge. Players who qualified to race through online game challenges were invited to a gaming centre on one of Hong Kong’s busiest streets. Digital billboards broadcast the races live, and passers-by cheered as racers battled against each other for prizes including a trip to the VW production plant in Germany. Anyone with a mobile phone could help their favourite racer by sending an SMS to a specific number in order to give that racer’s car a temporary speed boost. ‘Pit girls’ added excitement and encouraged people to boost the racers. By moving the digital platform out of homes and onto the street in an eye-catching and interactive way, this campaign successfully engaged the public and reinforced the brand message in their minds.
Besides being a small car, huge on the inside and with an innovative design, the VW Fox is also the tallest compact in its category. So, the concept for the new Fox campaign site is “It’s more fun from above”. The top part of the ad is missing and the car is only revealed if the user clicks on the jack a few times to push the ad to its full height.
This ad aims to convey the sportiness of the VW Jetta. The concept is “The sports car disguised as a station wagon.” Users are warned to get ready as the VW Jetta will surprise them. When they press play, the Jetta flashes past in a nano second. The ad gives them a chance to take another look by slowing the footage down so that the Jetta can clearly be seen.
This ad was created to reinforce the idea that Polo is an international car with the same features everywhere in the world. It features a Polo Translator tool which instantly translates what the user types into the box into a variety of languages.
This ad shows just how easy it is to park with the VW Polo parking sensor. The car sits beneath a small parking space and then parks perfectly into it - thanks to the sensor.
