E-mail is nearly ubiquitous, now used regularly by 90 percent of U.S. Internet households.1 More than that, it continues to grow as the communication vehicle of choice, with 37 percent of men and 31 percent of women preferring e-mail over other forms such as the telephone or in-person.2
Advertisers want to know how brands can use the massive scale and reach of a resource like
Windows Live Hotmail to effectively reach their target audience, increase brand awareness, and impact purchase consideration.
Jeep secured all inventory for one day on the Windows Live Hotmail Today page (728x90 and 300x250), sent-mail page (728x90 and 300x250), and the run-of-site banner (728x90).
- Generate awareness of the 2007 Jeep Wrangler Unlimited.
- Increase purchase consideration for the 2007 Jeep Wrangler Unlimited.
Jeep’s online advertising achieved its awareness objective among the overall audience. Both unaided awareness of the Jeep brand and aided awareness of the Jeep Wrangler increased significantly.
In comparison to Dynamic Logic MarketNorms Q3 2006 for SUV norms, Jeep’s advertising on Windows Live Hotmail outperformed the norms for entire automotive/SUV campaigns, increasing both brand and ad awareness.
- 76 percent are age 18 to 49.
- 46 percent have incomes of $50,000 or more.
- 22 percent plan on purchasing a new vehicle within the next 11 months.
The roadblock approach on Windows Live Hotmail allowed Jeep to immediately yield a high frequency, helping the campaign reach its awareness goal. At the highest tested frequency level (10+ exposures) Jeep’s advertising was most memorable and the brand itself most top-of-mind. Eighty-nine percent of respondents were exposed to the campaign on multiple occasions.
“We had always thought of Hotmail as a great place for reach advertising, but this pilot advertising program confirms that we can also attain a high frequency very rapidly. Now that we’ve seen we can achieve key brand objectives in a one-day program on Hotmail, we will be considering additional uses—especially when we are launching a new vehicle or promotional campaign,” said Jay Kuhnie, DaimlerChrysler Director of Jeep Communications.
Research shows that 62 percent of men using Windows Live Hotmail age 36 to 50 would discuss car purchases in e-mail.3 This suggests that advertising in Windows Live Hotmail is a powerful way to surround key conversations with a brand message at the very time consumers discuss and make some of their most important decisions.
In three ad effectiveness research studies conducted on one-day Windows Live takeovers, the results show strong increases in key branding metrics. Increases in key branding metrics on one-day roadblocks were at or above the average for Dynamic Logic’s MarketNorms in the advertiser’s category.
Put your message where people are influencing each other’s decisions, seeking advice, or debating their next major purchase with trusted friends and family. Windows Live Hotmail is the right environment if you want your message at the point of influence.
Contact a Microsoft Sales representative now to find out more.
