CReATION: Microsoft launches US$150m campaign, new ad technologies

Microsoft has embarked on a massive US$150 million global campaign to promote its MSN portal and the new version of its MSN Explorer browser with the help of McCann-Erickson. The portal has also rolled out several interactive, cost-effective banner ad technologies called "enRiched" to attract advertisers. The interactivity means advertisers can use templates to create ads with scrolling features to showcase products or catalogues within a banner ad. Another technology enlarges the ad when a user scrolls over it to reveal a large graphic. Other templates let advertisers "scratch out" promotions or let users fill in forms without leaving the page. The campaign and new offerings are geared to positioning the network as the "world's No.1 global Internet brand". This is the company's largest campaign since it launched Windows 95, and not coincidentally, has kicked off at the same time as competitor AOL's revamp of its services. Ms Rose Leng, regional marketing director - MSN Asia, said: "We've been doing consumer research and have found that most people have been on the Web for one to two years. But what they feel is that their experience on the Web is too frustrating and not totally fulfilling, but with MSN we believe it is integrated and can be used as a home base ... so the time is right to tell users about the advantages of using this portal." Microsoft has worked continuously on reinventing its services, taking the focus away from MSN as a closed subscriber network to a portal with various service offerings. The new campaign is to focus both online and offline with the aim to promote enhancements made to the service rather than compete with AOL's paid subscriber numbers, which total an estimated 25 million, compared to the software giant's 3.5 million. However, part of the initiative seems to concentrate on winning over dissatisfied AOL customers. The software giant is to make it "easier" for customers to switch to its service by offering relevant information. The new service, which includes a colourful Internet browser, is to make MSN's finance, shopping and search features simpler - a square aim at AOL's "ease of use" publicity drive. Ms Leng said the worldwide campaign will be handled entirely by McCann-Erickson, however regional offices of the agency are to localise advertisements for individual markets. She added: "We know we need to have locally-relevant advertising. So we will adapt everything to suit the audience in Asia. The campaign will be adjusted for the Japan, Korea, Chinese and pan-Asian markets as different cultures have different preferences. But with one agency we can still maintain consistency. "We are going to target the masses here. So you can expect to see TV, print, billboards, as well as online promotions." The campaign has been launched in Hong Kong, Singapore, Japan, Korea, Taiwan, Malaysia and India. The first TV spot aired featured the MSN logo, a butterfly presented in colours similar to the Microsoft Windows operating systems logo. Meanwhile, the company is hoping its enRiched technologies will entice advertisers through low cost. The new service will allow advertisers to plug their creative features into ads on the portal for no additional cost. An outsourced version will also be available. Further, MSN is to launch a mass-scale promotional campaign to support Madonna's first live gig on the Internet. According to MSN, the promotion is to be the "largest ever net promotion for any artist", targetting 75 million users of MSN Hotmail in 17 languages and homepage replacements on more than 30 sites worldwide. Entertainment production company Done and Dusted is to produce the webcast, which will take place on November 28.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com