AHLAN MSN by Wunderman Dubai for Msn

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AHLAN MSN

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Industry Computers & Computer Accessories
Media Direct marketing
Market United Arab Emirates
Agency Wunderman Dubai
Creative Director Pooja Chandani
Copywriter Shweta S.tariq
Designer Jessy Shoucair
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MICROSOFT
Product/Service: MSN
Agency: WUNDERMAN
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: WUNDERMAN, Dubai, UNITED ARAB EMIRATES
Entry URL: www.ahlanmsn.com
Creative Director: Pooja Chandani (Wunderman Dubai)
Head of Copy: Richa Khan (Wunderman Dubai)
Senior Designer: Rasha El Saadi (Wunderman Dubai)
Copywriter: Shweta S. Tariq (Wunderman Dubai)
Designer: Jessy Shoucair (Wunderman Dubai)
Arabic/French Copywriter: Celine Barakat (Wunderman Dubai)
Senior Artworker: Babu Nair (Wunderman Dubai)
Business Director: Adrian Otto (Wunderman Dubai)
Account Manager: Jean-Baptiste Saulnier (Wunderman Dubai)
Account Co-ordinator: Denise Veiga (Wunderman Dubai)
Animation Artist: Rita Dhankani (Vivi5)
Developer: Mohammed Jameer (Tattoo)
Media placement: Email - Online - 15/11/2009
Media placement: Web Banners - Online - 15/11/2009
Media placement: Website - Online - 15/11/2009

Describe the brief/objective of the direct campaign.

To engage with the existing local audience in the Middle East, MSN had pursued many different activities. One of them was establishing the local version of its website, MSN Arabia. However, most people in the region still preferred other sites and services such as Maktoob, Google and Yahoo for local content. Awareness about MSN was low in general and new customers were not logging on. The strategy was to further localise MSN and start building a stronger relationship with its audience, in the age group of 15-35.

Explain why the creative execution was relevant to the product or service.
People are more comfortable expressing themselves in their own language and style rather than a foreign one. The fact that our audience now had a localised form of expression would make them identify with MSN much more. This is exactly what our emoticons achieved. What’s more, we made sure that the timing of release coincided with Ramadan & Eid – the biggest festive season of the year in the region, and the one time everyone makes it a point to call or connect with each other. It was the first time they could greet each other digitally.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The most widely used service from MSN Arabia was Messenger. We decided to use this as our entry point. What our audience didn’t have was a familiar means of expression. Besides language, they were using universal smileys, known as emoticons. So we decided to localise all this. Not only did people have a choice of local language, but for the first time ever, we also created a set of 10 free emoticons with local expressions. They were richly animated icons used as popular greetings – we wanted people across the Middle East to easily identify with MSN.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Launched in English, Arabic and French through email shots and strategically placed web banners in MSN chat windows, the campaign spread virally. First day of release saw 1500 hits on the website. Within two months out of the 628,070 visits, 241,000 actually downloaded and used the emoticons. We engaged a huge mass of people who never looked at MSN as theirs. The numbers are growing every day. We are now in the process of creating country-specific emotions as the first round was so successful. MSN has now finally come to Arabia!