SKYPE MAGIC by Albion London for Skype

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SKYPE MAGIC

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United Kingdom
Agency Albion London
Executive Creative Director Nick Darken
Creative Director Andre Moreira
Client Service Director Mark Thomson
Producer Sarah Burns
Released September 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: SKYPE
Product/Service: INTERNET COMMUNICATIONS PROVIDER
Agency: ALBION
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: ALBION, London, UNITED KINGDOM
Executive Creative Director: Nick Darken (Albion)
Senior Creative: Aaron Hinchion (Albion)
Senior Creative: Stephen Moynihan (Albion)
Flash Animator: Matt Thomas (Albion)
Producer: Sarah Burns (Albion)
Account Manager: Nick Manson (Albion)
Digital Designer: Tom Pounder (Albion)
Client Service Director: Mark Thomson (Albion)
Account Director: Paul Jakimciw (Albion)
TV Producer: Petrina Kilby (Albion)
Creative Director: Andre Moreira (Albion)
Media placement: TV Campaign - CNN Connect The World - September 2009
Media placement: TV Programme Sponsorship - CNN Connect The World - September 2009
Media placement: Online Display - CNN.com - September 2009

Results and Effectiveness
In Europe and Australia there was up to a 15% increase in business travellers willing to try Skype. 18% more business travellers now know Skype is the leader in video calling. 16% more realise Skype is excellent for business. Skype.com/magic was viewed on average 13,050 times a month. 43% of viewers followed through to the featured Skype products.

Creative Execution

The creative solution made use of the strong brand identity that Skype users are so familiar with as a platform for telling engaging stories that explain the benefits of all of the Skype services. We worked with CNN to introduce Skype as the platform used to connect to news events and people around the world on the daily feature - Connector of the Day. Then we developed a multimedia campaign around the show. Friendly, educational messages, cutting through the noise of CNN, teaching people Skype is more than just free calls. The campaign lead with 30'' ads and was supported by 10'' idents on TV and online. As well as display advertising on CNN Connect the World website. The call to action drove our audience to a dedicated site skype.com/magic where the story could be broadened and prospects could purchase credit and subscriptions.

Insights, Strategy & the Idea
Skype had been very successful at aquiring new users with around 500 million around the globe at the time. But the majority were only using Skype for calling other Skype users around the world for free. The challenge was to educate them on other ways of using Skype to stay close to friends and family spread across the planet. The strategy was to engage the core global travellers segment in a broader range of Skype products, including paid-for services at a time when they were away from their friends and families. As a non-licensed telco, Skype cannot target specific markets so we had to find an international media partner with broadcast and online channels that could reach our audience. CNN and 'Connect The World' were the perfect fit. The idea was to develop engaging content that broadened the Skype story, and show it around CNN Connect The World.