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Three chooses Microsoft Advertising to launch first multi-platform digital campaign using Skype

Microsoft Advertising has teamed up network provider Three for the launch of the new Samsung Galaxy SIII.

Kicking off at 9am today and running until the same time tomorrow, the first cross-platform campaign in the UK to include Skype will also sit across MSN UK, MSN Mobile, Windows Live Messenger and Xbox LIVE.

Coordinated and developed by Mindshare, the campaign is designed to build on the existing marketing strategy for the Samsung Galaxy SIII. The focus has been to create awareness around the handset’s launch and generate consideration, ultimately translating into sales of the SIII for Three.

The campaign builds on previous activity that ran on MSN UK using the premium ad format Filmstrip on the 30th May when the handset launched. Highlights of the second phase include a homepage takeover on MSN UK, an Xbox LIVE dashboard takeover where gamers can click to access a full-screen video, an expandable masthead on Skype desktop and a Skype Mobile homepage takeover.

Andy Hart

Andy Hart, General Manager for Microsoft’s Advertising and Online Division UK, said: “Microsoft Advertisings’ unique portfolio of platforms that now includes Skype, has provided Three and Samsung with the perfect tools to promote the new Galaxy SIII. For the first time we are advertising one brand across all five of our products in the UK.

“Our reach enables Three and Samsung to target consumers at any point in their online experience, whether they are surfing the MSN Homepage, checking for news on the go, gaming on Xbox LIVE or talking to their friends on Skype and Windows Live Messenger. We are continuing to break down the barriers of digital advertising, pushing technology and creativity to produce truly interactive and engaging adverts for brands.

“We are delighted to be able to deliver a consistent message across all of our platforms and really integrate with Samsung and Three’s overall marketing strategy for the launch of their handset.”

Sarah Perrins

Sarah Perrins, Account Director for Online Display and Mobile at Mindshare, said: “We wanted a campaign solution that helped us to quickly build awareness and deliver a seamless campaign message across whatever platform consumers engage with, and MSN’s unique portfolio allowed us to do this.”

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