Microsoft Windows: 30 DAYS TO WIN JULIA OVER

Credits & Description:

Category: Product Launches

Advertiser: MICROSOFT

Product/Service: HOTMAIL

Agency: DOUBLEYOU REMO

Date of First Appearance: Oct 18 2010

Entrant Company: DOUBLEYOU REMO, Madrid, SPAIN

Entry URL: http://festivals.doubleyou.com/2011/hotmail_30dias/global/cannes.html

Executive Creative Director: Iñaki Martí (DoubleYou)

Creative Director: Ferrán López (DoubleYou)

Senior Copywriter: Marta Casseny (DoubleYou)

Senior Art Director: Rafael Merino (DoubleYou)

Senior Art Director: Roberto Fara (DoubleYou)

General Manager: Jordi Pont (DoubleYou)

Account Director: Luis Ortiz (DoubleYou)

Sr. Account Executive: Alberto Pachano (DoubleYou)

Technical Director: Javier Urbaneja (DoubleYou)

Interactive Director: Javier Tardáguila (DoubleYou)

Audiovisual Production Director: Eugenia Esquerdo (DoubleYou)

Audiovisual Production Assistant: Alba Monteagudo (DoubleYou)

Account Executive: Jose Luis Mairal (DoubleYou)

General Manager: Ana Espejo (DoubleYou)

Executive Creative Director: Daniel Solana (DoubleYou)

Director: Gerardo Rossotti (Micropunto Films)

Director: Gustavo Carballo (Micropunto Films)

Photographer: Jose Haro (Micropunto Films)

Producer: Susana Biera (Micropunto Films)

Media placement: Emailing - Hotmail Database - 20 October 2010

Media placement: Banner Ads (3) - Msn.com, Enfemenino.com, - 20 October 2010

Media placement: Print Ads (3) - El Pais, Que, - 22 October 2010

Media placement: Youtube Masthead - Youtube - 22 October 2010

Media placement: OOH (Building Wrap) - Calle Fuencarral 48, Madrid - 22 October 2010

Media placement: OOH (Bus Stop) - Madrid And Barcelona - 22 October 2010

Media placement: Ambient (Flash Mob) - Calle Ruiz 21, Madrid - 18 November 2010



Describe the brief/objective of the direct campaign.

Hotmail, Spain’s webmail leader with 14+ million users was starting to be perceived as an outdated service and not very professional. In other, words, not highly valued.

Hotmail launched its new email service, featuring new functionalities: capacity to send larger files, in-mail video playback, Office document editing, and a tool to keep your inbox clean. These changes aimed to give you a more efficient life.

The challenge was to create a campaign to re-launch Hotmail, pursuing a change in perception for the brand through trial & engagement. The campaign had to show the functionalities in a real and credible way.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

During 30 days Hotmail helped Alejandro Bustillo, a regular guy from Madrid, to win back the heart of his beloved Julia.



They were a metaphor for the relationship between Hotmail and its users. Both Alejandro and Hotmail needed to step-up and prove they could do better.



Alejandro and the agency designed a plan to win back Julia’s heart. Some surprises required the participation of those who contacted Alejandro via Hotmail, thus integrating the new features seamlessly.



The campaign-story reacted to what was happening between Alejandro & Julia as well as their thousands of followers. It ended with a flash-mob under Julia’s apartment.



Explain why the creative execution was relevant to the product or service.

The brief dealt with a change of perception, based-on an improved product, for a brand that was losing some of its users.



We appealed to the universal right to change for the better. We wanted encourage a fresh start between Hotmail and its clients.



A brand like Hotmail couldn’t simply say “we’ve changed”, that’s why it supported a real tale about real change. The tale in question, a love story, was the perfect scenario in which Hotmail could become better liked among their users.



Instead of simply presenting Hotmail’s changes, the campaign integrated them as part of the story.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Site unique visitors: 2,212,160

Facebook Fans: 16,477 (in 30 days)

New email accounts: 287,000 (Average number of new accounts per campaign is 1.000)

10 point gap reduction in perception study against rival Gmail. Previous gap showed 27% in favour of Gmail.