Customer campaigns
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Australian Navy wins the battle for new recruits with its On-Target Windows Live Messenger Game Campaign
Wanting to connect and grow its target market base amidst a shrinking labour pool, the Royal Australian Navy launched an interactive online Extreme Battleship game working together with ninemsn. The Messenger-based recruitment campaign reached more than half a million users, boosting enlistments to five a week and driving the acquisition cost down by 77 percent.
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Mikey’s MP3 Club: Worlds first direct response digital music service for mass media
Wild TV, a new entrant to the music video scene, required a new way to engage and interact with its consumers in a way beyond SMS that was relevant to the content of the Television program, without alienating viewers with older mobile handsets. 5th Finger conceptualized and deployed a system that enabled any viewer with a SMS capable mobile phone to purchase a digital music track live from the broadcast and have it sent instantly to their email inbox. The system proved 1,450 times more effective than the traditional TV promotion method of pushing a user to a website and having the user purchase that track using their credit card. This project won the ‘one to watch’ category at the 2006 MMA awards.
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Chicken Little: online film preview breaks national download record
To promote animation movie
Chicken Little, movie distributor Buena Vista International (BVI) wanted
to engage people in a new way and encourage them to watch an online trailer of
the film. The company used special MSN® Messenger Services Theme Packs; aligned
with online advertising on MSN Hotmail®, the MSN Today homepage, and the ninemsn
homepage. The campaign saw record-breaking take-up, with 33 million impressions,
and more than 301,000 downloads of the Theme Pack.
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Liu Chong Hing Bank (LCHB)
In a bold and innovative move, Liu Chong Hing Bank teamed up with MSN to launch a co-branded credit card backed by Microsoft® Windows Live Messenger tab links, an online portal, MSN banner advertisements, and a direct e-mail campaign. The resulting increase in Internet traffic is transforming the bank's brand image — and giving valuable customer feedback.
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