MSN goes offline to grow online business

Hong Kong - MSN has launched its first above the line initiative in Hong Kong tagged "Wat's ur msn?" aimed at promoting its brand image and position with the desirable 18 to 35 demographic.

""Wats ur msn?" builds on the popularity of the brand being commonly used as a verb today. It is common for internet users to ask "What is your MSN" with friends when trying to find out what their contact information is. Through this laid-back approach, the campaign also demonstrates its user-friendliness and trustworthiness in today's online community," Leslie Chu, country manager for Microsoft, Online Services Group, Hong Kong said.

The marketing campaign, which started in late June and will run for six weeks, features Windows Live Messenger in four different scenarios - home, office, mobile and fashion - demonstrating the ubiquity of the instant messaging service.

As MSN hopes to attract new consumers to sign up for an account with Windows Live Messenger, it has focused on using traditional media for this campaign.

The ads are placed in Metro Daily, Headline Daily and trendsetter magazines such as Milk, East Touch and New Monday as well as outdoor in MTR stations at Causeway Bay, Mong Kok and Tsim Sha Tsui.

Lomatters Creative Studio developed the creative and OMD handled media buying and planning duties.