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COUNTRY: SPAIN Sector: TECHNOLOGYAir guitar contest strings togetherchart topping results for MotorolaInviting Spanish rock fans to jam online through MSN Video ensured a bigaudience reaction when Motorola’s new EM325 handset took to the stage. Withads on Windows Live Messenger alone delivering 39,500 click-throughs in 3hours, a sell-out crowd was guaranteed.Key factsClient:Motorolamedia agency:MindshareTARGET AUDIENCE:18-30-year-oldskey channels:MSN Video, WindowsLive Messenger, MSNHomepageThe Briefl Raise awareness of the new EM325 handsetl Build Motorola’s association with the “For youand music you” messagel Drive interaction with 18-30-year-olds.The CampaignA “You and music you” microsite hosted withinthe MSN Video platform, provided the stagefor music fans from across Spain to post videorecordings of their air guitar performances andshare them with friends, with the contest winnerlanding a trip to Oulu, Finland to compete in theAir Guitar World Championships. Support for thecampaign came from a combination of onlineand offline channels: online ads were timed tocoincide with the broadcast dates of an Air Guitar
Click here to see the creativeTV show, sponsored by Motorola, with bannerads and Windows Live Messenger activity alsodriving traffic to the “You and your music” site.Key ResultsIntegrating the online campaign with offlineTV activity ensured full volume for the EM325launch:● The “You and your music” microsite receivedover 86,000 page views● The online campaign delivered 25,000 clickthroughs, a click-through rate of 0.9 per cent● Advertising on Windows Live Messengerdelivered 39,500 clicks through to the sitein only 3 hours● Air Guitar videos from the site were forwardedon more than 350 occasions.“Microsoft Advertising coveredall the needs we had: a platformfor uploading videos, bigcommunication, volume oftraffic and users.”MARCOS LARROY, Marketing Director, Motorola
Page 1 and 2: You dream it. We deliver it.Welcome
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Page 8 and 9: COUNTRY: DENMARK Sector: AUTOMOTIVE
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Page 43 and 44: 4TECHNOLOGY & TELECOMSThe market fo
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Page 67 and 68: The ResultsMultiple platforms deliv
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Page 80 and 81: COUNTRY: SWEDEN Sector: TRAVELSlimm
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