The document discusses opportunities for creativity in online advertising beyond traditional banner ads. It provides examples of using games, videos, virtual worlds and social media as ways to engage customers in new immersive experiences that integrate brands. Specific case studies from Guinness and Ford are presented where they partnered with Microsoft to leverage platforms like Windows Live Messenger and gaming channels for innovative branded campaigns.

1. Beyond the banner
Geert Desager
Trade Marketing Manager
advertising.microsoft.com/asia

2. Agenda
• Online
• Creativity in the banner
• Creativity beyond the banner
• Branded content
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3. Online
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4. Exploding Online Users in APAC
Source: www.internetworldstats.com , May 2008

5. Still huge Potential in APAC
Source: www.internetworldstats.com, May 2008

6. Exploding Online Users in APAC
Source: www.internetworldstats.com, May 2008

7. Exploding Online Users in APAC
Source: www.internetworldstats.com, May 2008

8. Executive Summary - Regional
The Internet outperforms TV & print in time spent among key demographics
Aged 25-34
Top/Middle Management
Magazines
3.0 hours
Newspapers Radio Magazines
4.2 hours 10.5 hours 3.7 hours
Newspapers Radio
TV 5.9 hours 10.6 hours
Internet
16.9 hours 18.5 hours
TV Internet
15.2 hours 20.8 hours
Magazines
4.2 hours
Newspapers Radio
5.6 hours 9.3 hours
TV Internet
University degree or 14.8hours 19.9 hours
above No. of hours spent on
each medium per week
Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand
Source: Synovate AsiaBUS Survey June/July 2007
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9. 2007 Internet Ad Spend
Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008

10. Creativity within the
banner
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11. Creativity is the key to consumer engagement
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15. 15

16. 16

17. The world’s longest ad!
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18. 18

19. Creativity beyond the
banner
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25. Games
In Progress
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29. 29

30. Case Study: Guinness Singapore
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31. Campaign Background
Objective
• To build and reinforce awareness of pool, G9BT and Guinness
• Engage passion for pool in a fun & interactive manner
• Drive recruitment
How?
• Capitalizing on the über-popular digital platform of Windows Live Messenger, we will put Guinness
and the game of pool in the daily lives of our target audience and potential customers.
Why?
• The MSN network has 7.6 million users in Singapore, Malaysia and Indonesia alone
• 2.1 million users are on Windows Live Messenger (SG = 1M, MY = 900K, Indon = 183K).
• 75% are above 18 in all 3 of these countries
• 30% are our bulls-eye target profile (25- 34 years); total potential reach of 630k users
Key efforts
• First time on MSN ever! A pool game allowing peer-to-peer interaction
• Widespread visibility on MDAS properties
• Banners and strategic site takeover executions to drive awareness/traffic
• eDM blast to member bases to inform about the latest Guinness-sponsored
pool game download on MSN
• Drive to www.guinness9balltour.com site via Windows Live game vehicle
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32. Integrated User Journey
Regional Digital Media
WL Messenger Pack MSN Feature Offer eDM
On Trade
ATL PR
www.Guinness9balltour.com
WL Hotmail – Super
Banners, skyscrapers,
Link to G9BT
MSN Homepage OTP MSN Pool
Game Launch
mini-site
Regional media buy is applicable to: User Invite Friends to play on
Malaysia, Singapore and Indonesia ONLY G9BT MSN Pool Game Mini-Site MSN Messenger
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33. MSN Mechanism for Guinness
Windows Live Messenger – Expandable Half Banner,
Today Mini Showcase, Webcam Showcase &
Conversation Window Textlink
Guinness Pool Challenge Site
Hotmail – Showcase, Super Banner & Skyscraper
Guinness Pool Challenge Site that
promotes Windows Live Messenger Game
MSN SG Home Page – Expandable showcase
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34. Windows Live Messenger Game
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35. THE RESULTS SO FAR!..
500,000 people have added FRANK to their buddy list
There have been over 3 million conversations and 34 million questions
Each lasting five minutes on average
The Agent is accessible 24 hours a day, seven days a week.
IM:35
talktofrankbot@hotmail.co.uk

36. In-game advertising
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37. In game advertising
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38. 2d dynamic imagery
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39. 2d dynamic imagery
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45. 45

46. 2D Imagery
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47. Desperate Housewives Screenshots
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48. Ford Case Study
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49. Background
• The Ford Fiesta ST is the high-performance range-topping Ford Fiesta –
directly inspired by it‟s race-bred Super 1600 Fiesta
• In association with their media agency, Mindshare, Ford indentified in-game
advertising as a media key to the Fiesta ST‟s communications strategy
because:
– It delivers a young male audience in a exceptionally relevant and entertaining environment
– It enables a brand experience to be created at a time and place when the audience are highly
receptive
• Massive was selected for its:
– Strong audience profile match with the Ford Fiesta ST target market
– Ability to connect with this target through AAA/premium content game titles
– Proven advertising effectiveness
– High level of accountability
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50. Objectives and strategy
Objectives
• Build awareness
• Inject excitement into the Ford Fiesta ST brand and reinforce the car‟s core
credentials
Target audience
• Young (predominantly male) car enthusiasts
Strategy
• Deliver high impact brand messaging in premium content racing and sports
games – „inheriting‟ the characteristics of both the medium and the selected
content
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51. Execution
• 8 week campaign across Massive UK‟s Racing channel and Sports channels
• Customised ad creative, optimized for maximum impact and user acceptance,
specific to each game title
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52. Results – audience delivery
• The campaign successful reached Ford‟s target audience
of young male car enthusiasts
– 86% male
– 71% aged 16-34
• 84% currently own a car and 80% are responsible for
their own car purchase decision
• Crucially, 46% plan to buy a new car in the next 12
months, making them 77% more likely to do so than the
non-exposed gamers
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Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

53. Results
• Significant positive impact on key metrics amongst gamers exposed to Ford Fiesta
ST campaign
Ad Recall & Rating % uplift1 In-game Impact
Those who recall seeing the Fords ads said that they:
Ad Recall (unaided) – Ford Fiesta ST +67%
Ad Recall (aided) – Ford Fiesta ST +33%
Tagline association +38%
Rate Ford as an innovative car
+42%
manufacturer
Brand Attribute Association
% uplift for those stating strongly agree or agree
+31% “Benefits from the manufacturers rally car experience”
+24% “Has best in class road handling”
• 55% of those who saw the ads said it left them with a more positive opinion of Ford
1 % uplift is defined as the percentage difference between the test and control groups
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Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

54. Xbox Live: Gaming, Entertainment, Social
Gaming
Community & Entertainment
Social Network
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55. Programming: Magnify the Mania
Entertainment Game
Content Content
Community Gaming
Events Events
Original
Content
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56. Xbox Weekly TV Sponsorships
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58. Messenger
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59. Games For the first time, millions of PC gamers can plan benefit of the
advantages of Vista AND play against Xbox 360 Gamers (10M worldwide)
for Windows
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60. Branded content
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63. Social Media
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64. Leveraging their network
99% of web sites are
not socially enabled

65. APIs slide
Add streaming
Silverlight video
Add Add
posts photos
Add Messenger
Display
Add
advertisement
Add data recent
upload
s

67. More innovation
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68. Surface
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69. Beyond the browser
• http://memorabilia.hardrock.com/
• http://www.laguna-coupe.com/silverlight
• http://photosynth.net
• http://research.microsoft.com/ivm/HDView/HDGigapixel.htm
• http://photozoom.mslivelabs.com/Default.aspx
• http://www.xrez.com/yose_proj/yose_deepzoom/ClientBin/TestPage.html
• http://contosobicycleclub.mslivelabs.com/
• http://news.sbs.co.kr/nview/nview_index.jsp?news_id=N1000318157
• http://premium.quiksilverlive.com/
• http://labs.live.com/photosynth/view.html?collection=sanmarco/index1.sxs&st=coll
• http://www.hsn.tv/
• http://ambilight.msn.com/movies/
• http://www.zillow.com
• http://dev.live.com/
• http://www.harley-davidson.com/wcm/Content/Pages/Ride_Planner/Ride_Planner.jsp?locale=en_US
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70. Remember
• Online media = mass media
• You can be creative in existing formats
• We can do much more if we can work closely
together from the start
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71. Thank you
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