The site, http://buddy.hk.msn.com, features virtual live chat with the buddy, an Xbox game, new pop-up ‘emoticons’ and Chong Hing Bank’s MSN credit card poster as a product placement.
“Initially the client’s brief for us was just a naming competition for the MSN buddy, which most MSN users know but have taken for granted as it doesn’t have a name or identity. Instead we have extended the whole brand engagement project into an MSN buddy home, so we could extend the promotion campaign in future,” said Rudi Leung, director of communication planning at digital agency Agenda Hong Kong, which handles MSN.
“The ‘home’ has now humanised the buddy. Our users can add the buddy to their list for live chat, and we have added many localised elements, including celebrities going to the buddy’s home to promote their new movies. Other advertisers can explore product placement opportunities on this new platform in future,” said Polly Lau, marketing director of online service, MSN
“We don’t want to make it too commercial, as MSN Messenger is already a market leader with sufficient awareness, we want to keep it fun and young to engage with our users,” Leung added.
Rich media and video ads in MSN network, PR support and viral videos are being used to drum up interest.
Currently there are two million MSN users in Hong Kong, compared to more than 200,000 Yahoo Messenger users and 100,000 ICQ users.
“Initially the client’s brief for us was just a naming competition for the MSN buddy, which most MSN users know but have taken for granted as it doesn’t have a name or identity. Instead we have extended the whole brand engagement project into an MSN buddy home, so we could extend the promotion campaign in future,” said Rudi Leung, director of communication planning at digital agency Agenda Hong Kong, which handles MSN.
“The ‘home’ has now humanised the buddy. Our users can add the buddy to their list for live chat, and we have added many localised elements, including celebrities going to the buddy’s home to promote their new movies. Other advertisers can explore product placement opportunities on this new platform in future,” said Polly Lau, marketing director of online service, MSN
“We don’t want to make it too commercial, as MSN Messenger is already a market leader with sufficient awareness, we want to keep it fun and young to engage with our users,” Leung added.
Rich media and video ads in MSN network, PR support and viral videos are being used to drum up interest.
Currently there are two million MSN users in Hong Kong, compared to more than 200,000 Yahoo Messenger users and 100,000 ICQ users.
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