THE CLOSEST ONE by Webar Internet Solutions for Msn

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Argentina
Agency Webar Internet Solutions
Creative Director Santiago Maiz
Copywriter Andrés Visillac
Released June 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: MICROSOFT
Product/Service: MESSENGER
Date of First Appearance: Jun 22 2010
Entry URL:
Creative Director: Santiago Maiz (WebAr Interactive)
Head of Art: Verónica Rádice (WebAr Interactive)
Copywriter: Andrés Visillac (WebAr Interactive)
Media placement: Internet - Website - Website - - 22 june 2010

Insights, Strategy & the Idea
The objective was to build on MESSENGER overall equity and positioning: “Where your real friends and loved ones are” Business objectives where to increase engagement among current users and encourage them to invite to their contact list those Facebook users they consider friends (Reach).

Our target audience: active social networks users, who see each network differently. MESSENGER is the place for private conversations with friends and family, where real relationships take place.

The unique insight: we may have a lot of contacts on Facebook but only few of them are loved ones, most are people we vaguely know, and the majority… we just don´t know who they are!

The result: consumers found a fun way to connect and recognize people they really love by creating and sharing customized videos. They talked about the brand, and they added new real friends to their contact lists.

Creative Execution
We created a site that used one of 2010’s most important tools: Facebook Connect. Through its use, a video tribute was generated integrating random pictures of our contacts on Facebook. Before the end of the video, it asked us which Facebook friend was really a friend. The result was that we didn´t not know most of the people on the video! In the last step, we were asked to select our true friends and a new video was created to share with them. That’s how we proved that if you are looking for your real friends you should start on your MESSENGER contact list.

Results and Effectiveness
The web site had more than 1 and a half million visits, with 730,000 sights of videos and 227,000 created videos. The 37% of the created videos had been created thanks to viral marketing and more than 37,000 users add Facebook contacts to their MESSENGER, proving the theory that MESSENGER have the most important friends.