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Microsoft MSN

Client Microsoft / MSN
Agency @MSTERDAM / VirTube
Account Worldwide McCann-Erickson
Tasks online communication strategy | concept | creation & production
Region Netherlands
Year 2000 - 2002
Goal (1) become Nr 1 most visited website in the Netherlands | (2) generate familiarity with the MSN products | (3) increase brand familiarity of MSN

Consumer campaign (B2C) ( offers a wide range of services and products. With a view to extending product familiarity as well as generating a logical link between MSN and its products, strategy and concept are created for the MSN consumer campaign.

MSN Style Guide consumer campaignUnity and recognition are enhanced, by introducing a comic character called Papi, based on the MSN logo. It is by placing a banner in which this character ‘stars’ on the page the user is viewing, containing a suggestion for another service or channel that may be of interest to them. This will achieve a kind of signposting within the Internet presentation. Moreover, in this way it is made clear what products are part of the MSN range and thus coherence between brand and product or service is increased and, consequently, so is the familiarity of and with the brand itself.

Full Presentation
With strategy, concept, creation & style guide of the consumer campaign
Awarded as EMEA case of the year

MSN ad horoscoop shopping

The butterfly symbol that is a familiar sight to all MSN users is transformed into a cheerful, whimsical cartoon character. A short Animation of the lead character in the consumer campaign:

Various other ads in the MSN consumer campaign are realized like the introduction of the MSN-explorer through the Internet presentations of de Telegraaf, de NOS, de Telefoongids, de ANWB, vrouwonline and



MSN Advantage Marketing (B2B)

MSN Advantage Marketing logoA tailored workshop | sales presentation is created in behalf of MSN Advantage Marketing to pitch at the 10 largest advertising agencies in the Netherlands / Europe.

MSN Advantage Marketing

MSN ad newsletter


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