Hotmail & Messenger

Challenge In a crowded social media space engagement with Windows Live Hotmail and Messenger had been tapering off. The challenge was to build a real emotional connection with the audience, drive acquisition and re-activation with the products and make them ‘cool’ again. Insight Social networks can be faddish. However Hotmail and Messenger are still widely used and have withstood the test of time. They are therefore the place where you communicate with real friends. Solution ‘Yours. Truly’ Yours Truly is how you sign off to a close friend. This campaign gave people a sense of ownership over their message and reminded them that Hotmail and Messenger are, essentially, the letter writing of the digital age. We brought to life the emotional connection of email and messaging, through personal, individual stories and juxtaposed them against the truth, power and scale of the world of email.