Fmcg Compendium

Checkout:
From Coca-Cola to Cacharel
How the FMCG sector is stocking up on the online opportunity

Contents

introduCtion 4
why online? 6
key FmCg audienCes 8
Case studies 1 12
— Building brands
Case studies 2 17
— exploring new frontiers
Case studies 3 23
— the art of conversation
Case studies 4 31
— online advertising driving offline sales
ConClusion 35
Customer reFerenCe matrix 36

For more information visit: http://advertising.microsoft.com/europe

Introduction

We live in an ever more connected world where “going online” is no longer viewed as a distinct activity.
Online activities reflect and support our needs and motivations, and hence they’ve become integrated
into our daily routines.

Checking email, signing into instant messenger, and browsing While FMCG organisations understand and use the online
through our favourite shops—all of these activities give us medium as part of the marketing mix, to embrace it further,
a sense of familiarity. But the internet also generates a high clear links between online activity and in-store behaviour—
proportion of spontaneous activities, hence the term “surfing see, for example, the Kellogg’s and McDonald’s case studies—
the net.” In this state, we are open to distractions that lead us must be shown.
away from familiarity to anticipation, surprise, and delight. There
Online advertising offers a cost-efficient form of marketing,
are fantastic opportunities for advertisers within either context.
a form that supports customer relationship management
Even as we face a challenging economic outlook, the growth initiatives and drives direct consumer interaction. The case
rate of online ad spend worldwide will continue to be higher studies in this compendium provide great examples of how
than other media. The precise measurability of online FMCG organisations continue to innovate to attain direct
advertising drives accountability in marketing spend, while consumer-to-brand interaction.
delivering true engagement between brands and consumers.

Go back in time to the beginnings of modern advertising
and you’ll find a fast moving consumer goods (FMCG)
product—Pears Soap—cited since the 19th century as an Tim Lumb
advertising success story. The stories in this booklet reveal senior research analyst emea,
how FMCG organisations are still at the centre of innovative microsoft advertising
advertising today.


Uptake of digital media
Average hours per week Games
100
Uptake of digital media Wireless
• 2020: 80% of all media digital
Games
80
Average hours per week
100 Outdoor
• 2007: 50% of all media 80% of all media digital
digital Wireless
80
• 2020:
Cinema
Outdoor
60 • 2007: 50% of all media digital
Digital
Cinema radio
60
Digital radio
40
Analogue radio
40
Analogue radio
Digital
Digital TV TV
20 20
Analogue
Analogue TV TV
Internet
0 Internet
0
1900 1920 1940 1960 1980 2000 2020 Print
Year
1900 1920 1940
Source: Carat
1960 1980 2000 2020
© World Association of Newspapers 2007—2008
Print
Year

Source: Carat © World Association of Newspapers 2007—2008


Why online?

How much time is spent online? What are consumers doing online?
An ever-increasing amount of time is being spent online. In While traditional media offers a predominantly “push”
Europe, time spent online has been growing year on year to a experience centred around two functions—information and
current average of 12 hours per week per person.* entertainment—communication is the “glue” of the online
experience, enabling a dialogue with consumers—in contrast
The internet is the second most used form of media—behind
with the monologue of traditional media. Thirty-eight percent
radio during the day and TV in the evening and at night. As
of online activities involve communication+.
connection speeds and wireless networking become more
commonplace, the PC is moving out of the bedroom and Communication—be it instant messenger, email, social
home office, and into the living areas of the household, further networks, or voice over IP (VoIP)—seen within the wider
increasing access and usage times. Relevant to the FMCG consumer–advertiser context, presents interesting
sector, family groups are particularly engaged with the online opportunities for advertisers. For example, advertising around
medium. Around 73 percent of people living with children are conversations as well as content, identifying appropriate
logging on to the internet each week, compared with only 52 spaces for advertisers in the connected environment, and,
percent of those without children.** Furthermore, internet ultimately, acknowledging when to “push” out the marketing
use is close to reaching saturation point among the key 16 message and when to “pull.”
to 24-year-old market, with nine out of 10 using it each week
+Microsoft Advertising research: Context Matters 2007
across Europe.*

* EIAA Mediascope 2008, **EIAA Family Affair 2008,


Key FMCG audiences

Mums Whether she works full time, stays at home, cares for a first child,
or organises a growing family, a mum is consistently the family’s
While FMCG covers a wide variety of audiences, perhaps the key decision maker when it comes to FMCG choices. A decision
backbone audience is mums. Through their management of maker who increasingly turns to the internet for help.
the family and home they are responsible for a broad range of
FMCG purchases. Time-constrained mums use email as their primary tool for
keeping in touch, be it with partners and kids, close friends, or
In the UK, 90 percent of mums use the internet every day for more distant family and friends. In the UK, 95 percent of those
personal reasons—it’s part of the daily routine, but also an surveyed used email, compared with 90 percent for landline
escape for some much needed “me time” spent catching up calls, 88 percent for text messages, and 85 percent for mobile
on TV, browsing, shopping, and keeping in touch with friends phone calls. Social networking, instant messenger, and VoIP
and family. calls have started to emerge as vital tools for maintaining an
Recent Microsoft® Advertising research conducted in both the emotional bond with both nearby and more distant contacts
UK and France illustrated that the web helps mums in four key through mums’ changing circumstances.
areas: keeping in touch, family organisation, personal fulfilment, Faced with organising most aspects of family life, mums are
and entertainment. Advertisers can use these findings to increasingly dependent on the internet for information, advice,
target specific digital solutions at mums, based on the different reassurance, idea generation, and transactions. Convenience,
mindsets they adopt when engaged in these activities. freedom from dragging reluctant children around shops—as


well as time and money savings—all played a key role in the of web entertainment, undertaken by 47 percent of all mums.
popularity of online purchases made by 78 percent of mums. Downloading music was also popular among all mums.
Money was managed online by 68 percent, while 94 percent
At the same time as revealing the role of the web in mums’ lives,
turned to the web for information, ranging from advice on
the research in the UK stressed the central role that mums take
health and nutrition to planning days out and children’s
in key household decisions, from organising finances to social
entertainment. Marketing solutions and branded advice often
events and holidays. Despite mums being diverse and time-
played a key role in delivering this information.
poor, they are increasingly influential. The good news for online
Personal fulfilment was seen as a rare pleasure by many mums, marketers is that when mums are online they’re in a mindset
and was valued all the more intensely as a result. Pursuing that suggests they’re open to advertising messages, especially
hobbies online, keeping up to date on news and gossip, when online at home. Fifty-nine percent of mums say they are
indulgent “me-time,” shopping, social networking, and blogging entertained when online, and 58 percent say they are relaxed.
all played a key role. Only 10 percent of mums say they feel rushed when online.

The web’s role in entertainment increased noticeably for the
younger mums, particularly viewing video clips and online TV,
the popularity of which could grow given mums’ appreciation
of the practical benefits of services such as Sky+. Casual online
games, often played with children, were the most popular form


16 to 24-year-old men and women And it’s not just the men. For young women, the internet is a source
of trusted and reliable opinion. Around 56 percent read online
FMCG organisations can tap into another key audience—16 to 24- consumer reviews, and 36 percent visit the manufacturer website
year-old men, particularly those with an interest in health and before making a product purchase.* With strong social media
in male grooming. products such as Windows Live™ Messenger and Windows Live
This audience is 45 percent more likely to be online than the Hotmail®, Microsoft® Advertising reaches 64 percent of 12 to 24-
average European and over a third of their media time is spent year-old women online.**
online—well above the average of one quarter. They also watch *Forrester consumer technographics (European) 2007,
less TV than the average European, read less print newspapers, and **ComScore July 2008 European aggregate
listen to less radio.*

When online, they are highly engaged by community and
collaborative web activities—for example, blogs, wikis, reviews, and
social networks. In fact, young men are more than twice as likely as
the average European to create content, post comments, and read
comments.*

10 For more information visit: http://advertising.microsoft.com/europe

For more information visit: http://advertising.microsoft.com/europe 11

1
Building brands
one of the key strengths of online advertising is its measurability,
not just clickthroughs and page views, but in terms of traditional
branding metrics such as awareness and association.

when looking at data aggregated from more than 700+
measured FmCg campaigns (see table), it is clear that online
advertising delivers significant brand effects. the cost to deliver
similar effects using traditional media highlights how online
advertising offers considerable return on investment.

driving awareness and shaping brand perceptions is one of the
key strengths of the online medium. microsoft® advertising
reaches over two-thirds of all internet users worldwide—in
excess of 640 million people+—and FmCg organisations are
using mass reach to further fulfil their branding strategies.
integrating the online approach to complement other media
achieves effective and cost-efficient branding.

+ ComScore Mediametrix Q3/08 (quarterly average)

12

Online FMCG Average all Food Consumables Drinks Household Health/ Beauty Pet food Personal care
campaign FMCG (%) (%) (%) (%) (%) Pharma (%) (%) (%) (%)

Aided brand 2.4 2.7 2.5 2.1 2.4 2.9 4.0 2.5 1.7
awareness

Online ad 6.9 7.3 7.3 8.0 6.1 7.7 5.4 5.7 6.7
awareness

Message 3.2 3.0 3.4 3.8 4.1 2.7 3.0 5.0 2.8
association

Sponsorship 8.2 12.1 9.7 8.6 n/a n/a n/a n/a n/a
association

Brand 1.7 1.7 1.7 1.8 2.2 1.4 2.3 1.0 1.8
favourability

Purchase 1.8 1.9 1.9 1.9 1.8 1.7 1.7 1.7 1.6
intent

Dynamic Logic market norms, 717 campaigns, last 3 years

Explanation: Down the side: Brand Metrics, Across the Top: campaigns by product type,
Figures: the average percentage point change resulting from exposure to online advertising campaigns. n/a: insufficient benchmarking data

13

client grolsch
industry Food and beverages
country/region the netherlands

Windows Live Messenger and
MSN get Grolsch in the groove

No-one can teach Grolsch about brewing beer or iconic bottle design. But Upcoming events were posted on a calendar “The collaboration between Grolsch,
and special offers on music-related items were
when it came to making a noise about its links with the Dutch music scene, Digilogue, and MSN was not only very
regularly made available. Ad designers made
the brand needed a promoter. The plan was to launch an online campaign sure the links between the brand and Grolsch- professional, but it led to especially
that engaged the young audiences that flocked to Grolsch’s sponsored sponsored events such as “Sensation” and good results. In terms of effectiveness
music events. It had to strike a real chord with music fans, capturing the “Lowlands” were crystal clear. there was an above-average result,
same energy and buzz normally found stage side. Campaign results which has further strengthened the
The campaign took the Grolsch brand where link between Grolsch and music.”
Client objectives it wanted to be—centre stage with live music
requirement increase grolsch’s relevance tom wilms ,
among its target market and create a ● Boost brand affinity and preference among events. Independent research by Ruigrok Communication Channel manager, grolsch
visible link between the brand and music 18 to 24-year-olds NetPanel showed that the activity scored highly
target audience 18 to 24-year-olds ● Strengthen the link between Grolsch and among its target audience. Key metrics included:
live music ● 29 percent of all 18 to 24-year-olds were
products usedwindows live™
messenger and msn® entertainment Creative solution reached by the campaign
solution tab on windows live Microsoft® Advertising had both the skill ● 17 percentage point increase in purchasing
messenger and microsite on the msn sets and the advertising network to make the intent among those exposed to the campaign
entertainment channel campaign a hit, building an innovative online ● 17 percentage point increase in awareness of
key results17 percentage point increase music experience around the campaign line sponsored events “Sensation” and “Lowlands”
in awareness of grolsch-sponsored music “Hook up with Grolsch Music.” Top of the bill ● 10 percentage point increase in the number
events and 17 percentage point rise in
was a Windows Live Messenger tab followed of respondents describing Grolsch as
purchasing intent among sample group “popular” and “cool”
by a Grolsch music microsite within MSN
media agency digilogue Entertainment. Music fans listened to streams, ● 16 percentage point increase in the
viewed photographs and entered competitions “enjoyment” factor of Grolsch
to win tickets via the tab and the microsite.


client santa maria
country/region norway

Santa Maria Tex Mex
spices up the market with Microsoft

Tex Mex is an ideal party food—great for sharing. But for Mexican cuisine products, as well as online video from the “ We chose Microsoft Advertising
TV ads.
producer Santa Maria, when it comes to market competition, sharing is as our online partner because it
not on the menu. With the launch of its Red Fusion product range in During the campaign, MetrixLab conducted offers the best reach and targeting
research with 687 respondents to analyse ad
Norway, it created a multimedia campaign to boost awareness. Vibrant opportunities. The campaign
effectiveness.
online ads proved a winning ingredient in the “Tex Mex with a Twist” successfully raised brand awareness,
campaign, successfully appealing to 18 to 34-year-olds and driving sales Campaign results intent to purchase and the image for
The online ads gave people a real taste for the
across the country. “Tex Mex with a Twist”, driving offline purchases. the Red Fusion product range.”
Results from MetrixLab reveal that the campaign christian fure , strategic advisor digital media,
requirement drive awareness and Client objectives significantly raised brand awareness among the Vizeum
purchase intent for santa maria red ● Boost sales of Santa Maria Red Fusion target group of 18 to 34-year-olds in Norway.
Fusion products ● Engage audience with the brand Of all viewers, 27,291 clicked through to the Red
target audience 18 to 34-year-olds in ● Target consumers at peak buying times Fusion site. Top of mind awareness increased by
norway ● Measure effects of online advertising 7 percent within the target group. Furthermore,
products used msn® home Page,
Creative solution 28 percent of exposed respondents said that
msn entertainment, windows live™ Santa Maria used the slogan “Tex Mex with a
Santa Maria teamed up with Microsoft®
messenger, windows live hotmail®, Twist” when advertising. The campaign also:
windows live today Advertising, and media agency Vizeum to
create a recipe for success. Animated banner ● Boosted purchase intent by 16 percentage
solution santa maria ran banner ads
across selected channels of msn as well ads under the tagline “Tex Mex with a Twist” ran points
as windows live messenger for two months across hand-picked channels, ● Increased spontaneous awareness by 11
including MSN and Windows Live Messenger, percentage points
key resultsthe campaign boosted
purchase intent by 16 percentage points achieving 23 million impressions. ● Lifted aided awareness by 7 percentage
Tapping into consumer buying habits, Santa points
media agency Vizeum
Maria targeted the ads on Thursdays to ● Positively shifted purchase consideration by
Saturdays, when sales of Tex Mex are at their 13 percentage points
highest. Viewers clicked through from the
banners to see the full range of Red Fusion
1 For more information visit: http://advertising.microsoft.com/europe 1

client Coca-Cola
country/region spain

Coca-Cola tastes success with Microsoft

Coca-Cola had a thirst for online advertising. The web has proved to be Live Spaces placements, with those exposed to Windows Live Spaces and Windows Live
combinations of all three. Messenger combined
a recipe for success for leading global brands that want to engage with
● Lifted message association by 7
audiences worldwide. In Spain, Coca-Cola delivered a dynamic campaign Campaign results
percentage points
Overall, the study showed participants rated
called “Take the Street” that grabbed the attention of viewers. The
the campaign highly, with 52 percent of Windows Live Messenger and Windows Live
campaign was a great opportunity to show how online advertising packs a respondents saying they found the ads original, Hotmail achieved good performance levels for
punch when it comes to boosting brand metrics. and 35 percent liking the creativity. The research brand notoriety and purchase intention.
also showed that the campaign:
Windows Live Hotmail
requirement measure the impact of Client objectives ● Increased spontaneous recall by 2 ● Increased top of mind by 4
microsoft® products for branding ● Boost brand awareness percentage points percentage points
campaigns ● Increase message association and ● Positively shifted top of mind by 2 ● Raised purchasing intention by 2
target audience 13 to 22-year-olds advertising recall percentage points percentage points
windows live™ ● Boosted message association by 5
products used Creative solution Windows Live Messenger
messenger, windows live hotmail®, percentage points
The “Take the Street” campaign in Spain ● Increased top of mind by 2
windows live spaces
encouraged people to cool off during the In the same results, MetrixLab highlighted the percentage points
solution research methodology to scorching summer months by drinking a can power of individual Windows Live products to
study the effects of the “take the street”
of Coca-Cola outdoors. Campaign ads ran boost key brand metrics. “This research has demonstrated the
advertising campaign
across the Microsoft® Advertising and an online
key resultsonline advertising is a competition offered iPods to the lucky winners.
Windows Live Spaces value that Windows Live brings to
fundamental part of Coca-Cola’s media ● Lifted message association by 6 our advertising campaigns. Crucially,
During the campaign, Microsoft Advertising
planning and microsoft is key to boosting percentage points
brand awareness and MetrixLab measured the effectiveness of we can demonstrate that online
● Raised advertising recall by 8
the campaign by individual products, as well advertising is a fundamental part of
percentage points
as the effects of combined services.
● Positively shifted purchasing consideration our media planning.”
The results compared respondents who by 2 percentage points ana castro, Consumer Contact Planning
saw the campaign on one of Windows Live manager, Coca-Cola spain
Messenger, Windows Live Hotmail, or Windows


2
exploring new
frontiers
the campaigns in this section highlight how FmCg organisations
are embracing emerging media platforms to innovate their
digital strategies. Backed by independent research, campaigns
including mobile and online video are enabling advertisers to
communicate with audiences across multiple platforms, which is
especially relevant to elusive youth segments.

1

client nivea
industry Consumer goods
country/region united kingdom

Cosmetic company captures user data
with mobile phone campaign

Nivea needed to boost the readership of its online magazine Fun Young In December 2007, the company worked with The campaign effectively reached its
ScreenTonic to distribute banner ads across
and Independent (FYI). This innovative magazine targets teenage girls target audience, capturing essential
MSN Mobile, the mobile internet site for the
and advertises the company’s products. Nivea worked with ScreenTonic Microsoft® Advertising network. The banners data by making it quick and easy for
to distribute banners across MSN Mobile, driving young women to a enticed young female readers with the promise users to enter their details.
microsite. Visitors added their email addresses to the FYI mailing list. of “girly gossip, news and tips.”
The campaign achieved a conversion rate of 15 percent. The ads drove users to a specially designed
microsite that echoed the design of the FYI
website. Visitors filled out a single field to quickly
requirementCapture user data for online Client objectives add their email addresses to the magazine’s
magazine mailing list ● Develop a dialogue with teenage women mailing list.
target audience teenage women ● Maintain momentum for magazine website
after launch Campaign results
mobile phone advertising
products used The campaign effectively reached its target
● Send regular site news updates to target
on msn® mobile
audience audience, capturing essential data by making
solution mobile internet banners linking it quick and easy for users to enter their details.
to a microsite Creative solution Analysis by Microsoft Advertising shows that:
key results 119,000 page impressions Young girls today use a range of media to find
recorded information and stay in touch with friends. ● 119,000 page impressions were recorded
Advertisers use many channels to create a during the month-long campaign
media agency strange Corporation
dialogue with this audience. With this in mind, ● The ads generated an average clickthrough
global cosmetic company Nivea launched rate of 0.55 percent.
online magazine Fun, Young and Independent ● The conversion rate was 15 percent
(FYI) to engage users with its Nivea Visage
Young brand. Following the launch, the
company needed to maintain the website’s
momentum. It searched for the most effective
channel for capturing users’ email addresses
to add to the FYI mailing list.


client unilever

Unilever scents success with MSN Video

Unilever wanted to increase awareness of its AXE Vice brand of deodorant of thousands of visitors to MSN Video every Because this style of advertising had
month, who each viewed the video an average
for men. The strategy took a series of highly successful TV ads and delivered success in the past, the
of 2.5 times. To confirm the efficiency of the
extended the campaign online to increase awareness among 18 to 24- package, market research company MetrixLab manufacturer wanted to extend the
year-old men. The key was finding a reliable hosting platform for running measured the impact of the campaign on the creative treatment into the online space
the ads and a media owner that could deliver an integrated campaign to overall audience, men in particular. and exploit the public’s enthusiasm for
maximise traffic. Campaign results watching video online.
Thanks to Microsoft, the popularity of the
existing TV ad surged significantly among the
target audience. Overall product awareness
use an existing video
Client objectives
requirement increased, along with campaign message
commercial to boost brand awareness ● Drive product awareness for AXE Vice
association and purchase intent. Viewers
and intention to buy within target deodorant
watched the video, on average, more than
segment ● Target 18 to 24-year-old men
twice, and this pushed the overall rating to
target audience 18 to 24-year-old men ● Reinforce existing brand messages online
around 16 percentage points above the
● Increase target reach and purchase intent
products usedmsn®.nl home Page, MetrixLab benchmark for favourability. Among
windows live™ hotmail®, msn Video, Creative solution the men who saw the campaign, strong results
and windows live messenger could be seen:
Microsoft® Advertising provided Unilever with
solution a selection of banner ads a fully integrated online campaign. It included
drove viewers to the “respectable to ● Purchase intent increased by 8
banner ads on MSN.nl Home Page, Windows
naughty” tV video percentage points
Live Hotmail, and Windows Live Messenger.
Brand awareness increased
● Ad awareness increased by 16
key results The TV commercials ran concurrently on MSN
by 7 percentage points and purchase percentage points
Video. The campaign featured a Morgan
intent by 8 percentage points in the ● Brand awareness increased by 7
target market Freeman impersonator who discovers AXE Vice,
percentage points
and sees how it turns respectable ladies into
● Message association increased by 9
naughty girls. The campaign, which launched in
percentage points
January 2007, took advantage of the hundreds


client mars
country/region Belgium

Mars attracts hip young audience
with feel-good campaign

requirement drive awareness of mars Mars wanted to confirm its position Creative solution ● The brand recognition score was 86
and personalise the brand in Mars delivered a unique, innovative campaign percent for French speakers and 91
consumers’ lives
as an iconic brand and personalise
using an energetic mixture of offline and online percent for the Flemish speakers,
target audience16 to 24-year-old
Mars in consumers’ lives. The main media. For online, Mars worked with Microsoft surpassing the MetrixLab benchmark of
consumers. extended: 16 to 34-year-old objective was to confirm its core Advertising to create an iconic Feel the Vibe 56 percent and proving the video drove
consumers
brand values: energising, enthusiasm, concept, and ran a showcase featuring a Feel high brand awareness
products used msn® entertainment, the Vibe video, across MSN Entertainment, MSN
msn home Page, windows live™
and feel-good, to a target audience ● Overall, the online campaign has been
Home Page, and MSN Video, for five weeks. Its
hotmail®, windows live spaces, of 16 to 34-year-olds. Its aim was hip, young audience was treated to a pre-roll
evaluated as likeable, appropriate, and
msn Video remarkable
to drive consumers to its funky Feel video, plus a banner on Windows Live Hotmail
a combination of online
solution
video and flash banners running across
the Vibe website and encourage and Windows Live Spaces—encouraging the ● Campaign effects show a successful
audience to visit www.feelthevibe.be. After they increase of Feel the Vibe message take out.
the microsoft® advertising network for listeners to tune into the Mars Mood
five weeks landed on the site, visitors were invited to use Approximately one third of the sample has
Synthesiser, a customisable online the Mars Mood Synthesiser—a funky online indicated the campaign has evoked interest
the video and banners
key results
juke box. juke box. in the Mars Mood Synthesiser and in the Feel
outperformed the metrixlab benchmark
of 56 percent by increasing brand the Vibe website
Campaign results
recognition to 86 percent among Client objectives
exposed French-speaking consumers, Figures from MetrixLab throughout the fiveweek
● Establish Mars as an energising, enthusiastic,
and 91 percent among exposed Flemish- run showed that Mars’ innovative Feel the Vibe
“feel-good” brand among 16 to 34-year-olds
speaking, who identified with mars’ video reached a significant chunk of its target
brand values—rating the campaign both ● Reinforce the Feel the Vibe call to action audience thanks to the power and reach of
likeable and remarkable Microsoft Advertising.
● Prompt respondents to visit the www.
media agency space
feelthevibe.be website ● The campaign reached 35 percent of the
extended target group of Flemish speakers
● Encourage listeners to use the Mars Mood
and 31 percent of the extended target group
Synthesiser
of French speakers. Aided awareness increased
among all those exposed to the campaign—
reflecting the strength of Mars online


client heineken
country/region italy

Heineken drinks in success among
young adults with video on Microsoft

In April 2008, Heineken ran a video campaign across the Microsoft® combining the power of video with a style that Frequency analysis
appeals to today’s audiences. The vast majority In terms of online ad awareness, the ads hit
Advertising network in Italy. Emulating the look and feel of user generated
of respondents, including those who fell outside home with respondents on the first exposure.
content, the video aimed to raise brand awareness among a target audience the target market, found the video engaging However, a higher frequency of exposure to the
of 18 to 34-year-olds. Research commissioned by Microsoft Advertising and different from typical beer commercials. ads was more effective at changing perceptions
showed the campaign significantly increased awareness among the target about the Heineken brand.
Campaign results
market and other audiences across all channels. Overall, the campaign was Awareness metrics Media placement
successful at engaging viewers and conveying the perception of Heineken as The Heineken online video ad met the Among 18 to 34-year-old men, ads placed
a brand “for young people.” campaign objectives, generating increases in on Windows Live Hotmail successfully
awareness metrics among both the overall and shifted perceptions that Heineken “is for fun”
target audiences. The video creative successfully by 21 percentage points and Heineken “is
requirement increase the perception of Client objectives
heineken as a young people’s brand cut through the clutter of web commercials, for young people” by 20 percentage points.
● Evaluate online video performance in terms
lifting online ad awareness by an estimated 15 When it came to persuasion, it appears that
target audience 18 to 34-year-olds of raising brand awareness and increasing
percentage points among audiences. The video the MSN Entertainment site was better
products used msn® home Page,
purchase consideration among the target
communicated the idea of Heineken being a placed to influence consumers. Among the
msn entertainment, msn Video, audience
brand for young people, with results showing target audience, advertising on Windows
windows live™ hotmail®, windows
live messenger, windows live spaces ● Identify the campaign’s effectiveness at positive increases in this area among Live Messenger had the greatest effect on
communicating the brand’s message all respondents. brand awareness.
solution an online video that has the
through video
style of user-generated content Awareness versus target
online ad awareness lifted ● Compare the campaign’s performance The campaign resonated well with men of
key results
“The internet was the best placement
by an estimated 15 percentage points on Microsoft Advertising to identify how all ages. Awareness of the Heineken brand
among audiences. the campaign, different media placements influenced increased among both male drinkers and
for the creative idea demonstrated
whose ads struck a chord with viewers branding metrics within the video”
non-drinkers. MSN Entertainment delivered
straightaway, resonated particularly with
men. windows live hotmail successfully influencing effects, with Windows Live gianluca di tondo,
Creative solution
shifted perceptions that heineken “is Messenger having the greatest impact on the director of marketing, heineken italy
The user-generated look and feel of the
for fun” by 21 percentage points and target audience.
heineken “is for young people” by 20 creative doubled the impact of the campaign—
percentage points


client Burger king
country/region united states

Fast food gets rapid results with
customised Xbox games

Burger King wanted to test “advergaming” as a marketing medium, but was products, but had to deliver a first-rate gaming By using such a high-quality game,
experience. “We wanted to make it so much
not keen to produce a typical “game-lite” product that could be distributed and by making it available for sale
fun that people didn’t even register that it was
online. The aim was to design and create three games in nine months—an an advergame,” says Kevin Hathaway, Program at a highly competitive price, Burger
extremely tight timeline. The games, which were to be sold in restaurants Manager, Microsoft Xbox. The finished products King saw results exceeding its highest
nationwide, had to deliver an impressive game-playing experience. featured terrific gameplay, rich scenarios and expectations.
environments, enabling Burger King to engage
with its target audience for hours at a time.
requirement engage games with the Client objectives
Burger king brand and products ● Increase brand and product awareness Campaign results
● Create a buzz around the games By using such a high-quality game, and
target audience online gamers across the
united states ● Drive prospective purchasers to restaurants by making it available for sale at a highly
● Increase company revenues competitive price, Burger King saw results
products used xbox® console
exceeding its highest expectations. Compared
advergames Creative solution with a usual hit game selling one million units
solution develop Burger king branded Burger King recruited a highly experienced team worldwide in a year, the Burger King games sold
games to sell exclusively at the Burger from Xbox, London-based Blitz Games, and ad 3.2 million units in the United States alone—in
king restaurants agency Crispin Porter + Bogusky. Together, this just six weeks. The buzz it created included user-
key results multimillion unit sales, a team produced three games just as robust and generated clips on YouTube and posts on many
direct increase in quarterly earnings, plus engaging as full retail games worth US$60—but
enhanced product awareness illustrated
popular blog sites.
priced to sell at only US$3.99 each.
by extensive blogs and youtube posts ● Sales of more than three million games
media agency equity marketing Normal production time for any new game can ● Quarterly earnings spike due to game sales
be up to a year, but the team put the games ● Ongoing engagement and messaging of
together—from design to programming to target audience
testing and beyond—in only nine months. ● Attraction of gamers to Burger King outlets
The games incorporated a strong marketing
message for Burger King’s brand and


3
the art of
conversation
using great content and opening up a dialogue with consumers
is becoming an increasingly important tactic for building and
maintaining consumer relationships. Customised content,
microsites, gaming, personalisation, communities, and blogs are
just a few of the ways FmCg organisations are enabling deeper
conversations with their key audiences.

23

client Cacharel/l’oréal
country/region France

MyAmor campaign finds love
among casual gamers

Love is hard to find. To give people a helping hand, fashion brand Live Messenger was the perfect platform for The campaign created for the launch
generating lots of interaction with the game,
Cacharel/L’Oréal created a limited edition of its famous Amor Amor of the MyAmor platform and MyAmor
offering a fun-loving, youthful audience that
perfume called MyAmor. The scent, which came in male and female fitted perfectly with the brand’s target market. limited edition generated the best
versions, was aimed at young people looking for the perfect partner. results ever for Cacharel. The strong
Text links and banners tempted users to play
Created to inspire romance, MyAmor needed a marketing campaign MyAmor Match and find out if they were advantage of the Microsoft Advertising
that captured all the fun and excitement of finding true love. chatting with their true love. The beauty of solution is to allow the two gamers
the idea was that it integrated with people’s who are looking for love to play in real
conversations so, instead of feeling intrusive,
time, bringing real excitement to the
Client objectives the campaign added value to the whole instant
requirement engage deeply with the
● Create a buzz around MyAmor messaging experience. game. Banners and text links sustained
target audience and drive traffic to the
myamor website ● Engage deeply with target audience the game and circled MSN users.
Campaign results
15 to 34-year-olds ● Drive visitors to the new product’s website
target audience The campaign really got the conversation going
www.MyAmor.com
products used windows live™ around MyAmor. The brand engaged with its
messenger Creative solution target audience in a way that fitted beautifully
solution myamor match—an online The team at Cacharel/L’Oréal was looking for with their interests and generated high volumes
matchmaking game where players found ways to market MyAmor, and they fell in love of traffic to the MyAmor website. Results show
out if they were perfect partners or just with a concept from Microsoft® Advertising. that:
good friends MyAmor Match was an online compatibility
● More than 60,000 Windows Live Messenger
key results more than 60,000 windows test that put casual gaming—this year’s hottest
users played MyAmor Match
live messenger users played the pastime—at the heart of the product’s online
compatibility game and over 500,000 ● More than 500,000 users clicked through to
marketing.
clicked through to myamor.com MyAmor.com
Windows Live Messenger users invited each ● The banner and text ads generated more
other to play the game. By answering a few than 40 million impressions
simple questions on different topics, players
found out if love was really in the air. Windows


client Johnson Johnson Consumer B.V.

Healthcare giant boosts brand
usage with Personal Expression

Johnson Johnson Consumer B.V. (JJCBV) wanted to boost awareness pictures. The content was designed to raise ● Of the girls who use a different brand of
awareness of the links between the o.b. brand tampon, 77 percent said they were very
of its o.b. tampon brand among young women in the Netherlands.
and the sport. likely to use o.b. tampons in the future
Because the vast majority of Dutch women aged between 14 and 18
Many of those who downloaded the
years use Windows Live Messenger, the company worked with Microsoft®
branded content used it on a daily basis
Advertising to create a Personal Expression, a collection of interactive while chatting with friends and family. This “Together with Microsoft, we
content used in the application. The hugely successful campaign increased level of engagement was vital in driving traffic developed a magnificent campaign
brand usage by 6 percent among the target audience. to the redesigned o.b. website, www.mijnob.nl, that produced fantastic results among
which includes more interactive features
our target audience. Windows Live
and games. By promoting o.b. in a fun way
requirement increase awareness of o.b. Client objectives that appealed to technologically literate Messenger adds a huge amount
and its sponsorship links with professional ● Raise brand awareness young women, the company attracted of value to online campaigns. It’s a
female beach volleyball players
● Reinforce link between the brand and visitors who were likely to use the new unique brand-building tool.”
target audience 14 and 18-year-old professional beach volleyball features and spend more time interacting
dutch women monique kouwenhoven ,
● Boost awareness of brand website with the brand.
Product group manager,
products used windows live™ Johnson Johnson Consumer B.V.
Creative solution Campaign results
messenger
With young women spending more time using The campaign was extremely successful in
solution Personal expression— instant messaging services and browsing the raising awareness of o.b. and improving
downloadable content collection for
windows live messenger, consisting internet, advertisers find it harder to reach this perceptions about the brand:
of beach volleyball themed emoticons, target market using traditional offline channels
● Brand usage increased by 6 percentage
winks, backgrounds and display pictures such as TV. JJCBV worked with Microsoft
points among the target audience
use of o.b. increased 6 Advertising to produce a Personal Expression
key results ● Awareness of beach volleyball brand
percentage points among the target for Windows Live Messenger, to raise awareness
sponsorship rose by 15 percentage points
audience, and awareness of o.b. beach of its o.b. tampon brand.
volleyball sponsorship went up by 15 ● Awareness of brand website went up by
percentage points Users downloaded beach volleyball themed 10 percentage points
winks, emoticons, backgrounds, and display ● More than 160,000 downloads were recorded
media agency digilogue


client kleenex

Kleenex works with Microsoft to deliver
new brand story using social media

Kleenex created a new brand story called Let It Out, which focused MSN Home Page, Windows Live Hotmail, and “The space had a major impact on
Windows Live Messenger.
on breaking free from inhibitions and letting out tears, laughter, joy, the various brand metrics tested,
frustration, and all the other things we hold back. The objective was to Campaign results significantly increasing all awareness
Kleenex Let It Out was widely publicised with
create an emotional connection between consumers and Kleenex and and persuasion metrics.”
help from Microsoft. During the campaign, the
a key part of this was to encourage participation in “letting it out.” network delivered nearly 85,000 clickthroughs rebecca hirst, Brand manager, kleenex
to the space. Meanwhile, people created 54
Windows Live Spaces around Let It Out. More
requirement deliver deep engagement Client objectives
with new brand story than 50 percent of respondents thought the
● Promote new brand story Let It Out
space gave a positive impression of the brand
target audience housewives with kids ● Encourage participation in the Let It Out
and 38 percent thought it contained interesting
campaign
products used msn® home Page, and relevant content. Respondents added that
windows live™ spaces, windows live ● Build brand equity
the space was easy to use and a good way of
hotmail®, windows live messenger
Creative solution advertising Kleenex.
solution let it out space displays Only Microsoft® Advertising could deliver a
people’s messages, photos, and videos Analysis showed a positive shift in brand
truly innovative and custom-made campaign,
of emotional moments using windows perception. There was a 12 percentage point
live spaces according to Rebecca Hirst, Brand Manager at
increase for “It is good at helping people express
Kleenex. Microsoft wanted to take advantage of
key results 12 percentage point uplift emotions” and a 17 percentage point increase
the popularity of social media so it put a Let It
for “it is good at helping people express for “Has advertising that makes you smile.”
emotions.” Purchase intent increased by Out space at the heart of the campaign.
10 percentage points ● Message association increased 44
Blogging gave consumers a way to participate
mindshare interaction uk percentage points
media agency by sharing their emotions on the Let It Out
● Brand favourability rose 14
space. Visitors could leave photos or videos for
percentage points
others to view while voting for their favourite
● Purchase intent increased
entries. As part of the solution, Microsoft
10 percentage points
provided well-targeted media placements to
drive people to the space. These included the


client Purina

Pets taste healthy lifestyle
through Purina microsite

Nestlé Purina PetCare — the pet food division of Nestlé — is a leader in pet demographic. Windows Live offered Purina a ● Brand awareness increased by 6.7 percentage
monthly audience of 21 million while MSN gave points
nutrition. When the company wanted to generate awareness and increase
it access to 1.2 million pet owners. ● Online ad awareness increased by 7.1
perceptions of its Purina ONE brand as a high-quality pet food, it turned percentage points
In addition to creating the microsite, Microsoft
to Microsoft® Advertising for help. Purina chose to create an online pet ● Message association increased by 8.9
worked with Purina to create content focused
guide with Microsoft because it offered a custom-built solution and reach on health and nutrition, such as “Ask the expert,”
percentage points
● Purchase intent increased by 6 percentage
through the MSN and Windows Live network. “Pet guides,” and “Hot topics”. Editorial links
points, which greatly exceeds the pet food
and banner ads on the MSN Lifestyle channel
market average
drove its health and style-conscious female
requirement raise awareness of Purina
Client objectives
audience to a tailored microsite, while banner
one as a healthy, premium pet food ● Generate brand awareness and increase the
ads in Windows Live Hotmail and Windows Live “ We had access to the right audience
perception that Purina ONE is a high-quality
target audience women over 35 years Messenger targeted the same audience. through the MSN Lifestyle channel,
of age pet food
Once on the site, visitors engaged interactively with the added bonus that these
● Recruit long-term Purina ONE buyers through
msn®, windows live™ and could use Windows Live Spaces to keep
products used
a one-month trial challenge consumers trust MSN content.”
hotmail® windows live messenger and view diaries of pets’ progress on the one-
● Drive Purina ONE brand association with

* Source: Dynamic Logic Advertising Effectiveness Report
month challenge. natacha mauvoisin ,Brand manager,
solution microsoft built a microsite for health and nutrition Purina one, nestlé Purina
Purina and drove traffic to it via banners
Campaign results
on the windows live network and msn Creative solution
lifestyle channel The campaign exceeded Purina’s expectations,
To highlight the nutritional benefits of Purina
generating 14,995 clickthroughs to the Purina
key results Brand awareness and ONE and reinforce the brand as a premium pet
message association exceeded the pet
ONE microsite. Agreement with the statements
food, Purina wanted consumers to keep a diary
food market average, with purchase “Is a premium quality brand of pet food” and
of their pet’s progress on a Purina ONE diet. The
intent rated as “excellent” “Makes a visible difference to the condition
company identified women over 35 years of
media agency mindshare interactive uk of my pet in just 30 days” increased by 7
age as its target audience and recognised that
percentage points. Key branding metrics* were
the Windows Live network and MSN Lifestyle
at or above-average for the pet food market,
channel presented the best way to reach this
with purchase intent ranked as “excellent”:


client Coca-Cola “The special project for Happiness
industry Food and beverages Factory 2 on MSN is a great example
country/region italy of understanding the client’s
needs and translating them into
an excellent media and creative
execution. Furthermore, we obtained
Coca-Cola manufactures success extraordinary results in all areas
including visibility, participation, and
in the Happiness Factory engagement. On the whole, this is one
of the best cases of online activation
for Coca-Cola and Starcom Digital.”
roberto carnazza , head of starcom digital, italy

requirement Build brand awareness for The Coca-Cola Happiness Factory
the “happiness Factory 2” film and the spot was one of the highest rated TV
now hiring campaign concept. Create Coca-Cola official site and on MSN. Several
engagement between the audience campaigns in the history of the brand. MSN editorial channels were used to maximise
and the campaign In conjunction with the campaign, viewer interest in the movie: The
Windows Live Spaces Theme
target audience 18 to 34-year-olds Coca-Cola Italy created a Happiness The
Personal Expression Limited Edition
● The Coca-Cola film integrated with the MSN
products used msn® home Page, The Digital Block Notes—a unique

Factory 2 film, which convinced Video Cinema section as pure editorial content
msn entertainment, msn Video, gadget for Windows Vista and
viewers that this was a real cinema ● Two-week film promotion on co-branded
live search maps™, windows live™ Windows Live Spaces
microsite—traffic driven by editorial spotlights
messenger, windows live spaces, feature. Intrigued by the campaign,
windows Vista® ● MSN Home Page Takeover on launch day Campaign results
thousands of consumers visited the Advertising results:
solution a video film promoting Now Hiring
happiness Factory 2 and a community community site where they applied Having created a buzz for the Coca-Cola movie,
● 61.5 million total delivered impressions
site where visitors could apply for jobs in for imaginary jobs in the factory. ● 300,000 clickthroughs
the campaign team built a special community site
the ‘factory’ ● A record 16.5 percent clickthrough rate
where users could apply for a job in the ‘factory’
key resultsthe happiness Factory 2 Client objectives and be part of this exciting world as if it were a Film launch phase (Two-week duration):
“working” virtual community project ● Build brand awareness for the “Happiness real workplace. Activities included: ● Microsite: 26,000 page views
took advantage of the rich functionality
of msn and windows live. the project
Factory 2” film and the “Now Hiring” ● 13,500 video streams
campaign concept ● Personality test to discover your ideal job title
engaged the target audience and let
● Create user engagement with online in the factory: Kissy Puppy, Mortar Man, Now Hiring phase (One-week duration):
people play in the happiness Factory 2
using community tools and windows breakthrough promos Chinoink, or Capper ● Microsite: 730,000 page views—141,000 visits
live gadgets ● Subscription to the Live Search Maps™ page ● More than 21,100 pushpins posted on the
Creative solution where visitors could download an exclusive Microsoft Virtual Earth™ map
media agency starcom digital, italy
Film launch Windows Live™ gadget kit: ● More than 30,000 started tests
Coca-Cola Italy created a promotional video for The Windows Live™ Messenger ● More than 59,000 Windows Live gadgets
Happiness Factory 2 that led viewers to believe Emoticon Pack downloaded from the microsite
it was a real animated movie showing in Italian The Messenger dynamic display pictures ● More than 550,000 Personal Expression
cinemas. In fact, the movie was broadcast on the of the four characters/job roles downloads in 10 days


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