Beyond the banner

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

Agenda • Online • Creativity in the banner • Creativity beyond the banner • Branded content 2

Online 3

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

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

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

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 8

2007 Internet Ad Spend Source: GroupM Forecasts, Dec 2006; KR & NZ: Universal McCann Estimates Apr 2008

Creativity within the banner 10

Creativity is the key to consumer engagement 11

The world’s longest ad! 17

Creativity beyond the banner 19

Games In Progress 25

Case Study: Guinness Singapore 30

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 31

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 32

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 33

Windows Live Messenger Game 34

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

In-game advertising 36

In game advertising 37

2d dynamic imagery 38

2d dynamic imagery 39

2D Imagery 46

Desperate Housewives Screenshots 47

Ford Case Study 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 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 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 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 53 Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

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 54 Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

Xbox Live: Gaming, Entertainment, Social Gaming Community & Entertainment Social Network 55

Programming: Magnify the Mania Entertainment Game Content Content Community Gaming Events Events Original Content 56

Xbox Weekly TV Sponsorships 57

Messenger 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 60

Branded content 61

Social Media 69

Leveraging their network 99% of web sites are not socially enabled

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

More innovation 73

Surface 74

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 75

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 76

Thank you 77

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Beyond the banner

by Geert Desager

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