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O2 partners with Microsoft Advertising to launch 'Life Unlocked' interactive showroom

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By Gillian West, Social media manager

November 28, 2012 | 3 min read

O2 and Microsoft Advertising have joined forced to launch an interactive digital showroom enabling O2 consumers to find the best mobile phone and contract to suit their needs.

The agreement marks the largest custom solution deal Microsoft Advertising has ever signed in the UK. Developed by ZenithOptimedia, the ‘Life Unlocked’ showroom guides visitors through an immersive online shopping journey.

The showroom will be promoted across MSN and has been optimised for the new MSN for Windows 8 platform. The campaign is part of a long-term marketing initiative that will grow alongside real time, engaging and useful editorial content provided by a team of MSN editors.

Head of direct marketing at O2, Jeremy Taylor, commented: “With Christmas on the horizon we wanted to achieve cut-through and give something back to our customers with some really relevant content and advice housed in an truly unique and engaging experience.

“With Microsoft’s fantastic reach and reputation, we were keen to work with its rich digital canvas to push creativity and consumer experience to the next level. The platform offered by MSN and Windows 8 provides us with an opportunity to meet our customers at different points of the purchase journey in a truly immersive way.”

Visitors to the showroom will benefit from useful and relevant advice and content on topics such as data usage and apps which would suit their individual needs. O2’s product advertising across MSN will promote the showroom as well as the brands messaging.

Competitions are also scheduled to run on the website, offering consumers O2 rewards through challenges such as working remotely using only their phone for a week.

James Hayr, head of advertising solutions at Microsoft Advertising, added: “This launch represents the start of a truly consumer-centric campaign that focuses on creating smart and engaging advertising on Microsoft’s platforms, including MSN and Windows 8…We are creating a campaign that is relevant at the right time and place for the differing audiences engaging with the O2 brand.”

Speaking of the campaign, client planning manager on O2 at ZenithOptimedia, Ciara Morrissey, said: “By offering an immersive experience with unique content, this campaign helps consumers discover more about mobile phones and is an exciting way to show off how much more O2 has to offer.”

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