The Challenge: Broad Impact in a Short Timeframe
The Solution: Hotmail Daypart Roadblock
It was time for mass reach and high impact. With little time for a drawn-out campaign, NBC needed to raise awareness on the day of The Biggest Loser finale.
NBC collaborated with Microsoft Advertising and research firm Dynamic Logic to study the impact of a daypart roadblock of
MSN Hotmail. NBC reserved all inventory on the MSN Hotmail home page, sent-mail page, and inbox for the day of the finale episode. What happened when an average 10.8 million people writing, reading, and sending e-mails saw NBC’s one-day message?
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The Biggest Loser roadblock outperformed similar TV show campaigns at increasing nearly all metrics among females, ages 18 to 44. The campaign goal of message association was larger than typically seen in online campaigns for TV shows.
Frequent reality TV viewers who were exposed to the campaign four or more times showed an 8.2 percent increase in intent to watch The Biggest Loser finale. Online ads raised all awareness metrics among those who watch reality TV shows two or more times a week. Most important, in the audience of women 18 to 44, message association with The Biggest Loser advertising increased 13.8 percentage points (rated “Excellent” by Dynamic Logic).
In one day, NBC captured the awareness of the mass Hotmail audience and saw strong increases in key branding metrics which were at or above the average for entire campaigns, according to Dynamic Logic MarketNorms.
Relevancy: 80 percent of Hotmail users discuss their social arrangements in mail.2
Environment: Powerful standardized ad units that pop.
Targeting: Find your target audience just when they are planning their night.
NBC achieved each of its objectives with the campaign. In one day, the MSN Hotmail roadblock reached a diverse audience and drove intent of frequent reality TV watchers after four or more exposures.
NBC increased top-of-mind awareness of The Biggest Loser the day of the finale among the aggregate as well as the core target audience, with 4.3 and 9.1 percent increases respectively.
Frequent reality TV viewers who were exposed to the campaign four or more times showed an 8.2 percent increase in intent to watch The Biggest Loser finale.
Compared to Dynamic Logic MarketNorms Q306 Entertainment/TV Shows Ad Effectiveness studies, The Biggest Loser campaign widely outperformed similar TV show efforts at increasing nearly all brand awareness metrics among females, ages 18 to 44.
- 42% of respondents watch reality TV shows once a week or more often.
- 43% of respondents watch television 17 hours or more in an average week.
Put your message where people are influencing each other’s decisions, seeking advice, or debating their next major purchase with trusted friends and family. 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.
