Microsoft has opened its new look MSN for general availability, with Sony Mobile, Nissan and The Potato Council among the first advertisers.
The overhauled platform looks to provide a dedicated web experience, with complementary apps that sync across any platform.
As the platform opened today, Nissan was announced as the exclusive launch advertiser for the new MSN Cars and will 100 per cent own the channel for two weeks (Wednesday 1 October to Wednesday 14 October). The campaign will focus on electric car Nissan Leaf, in addition to its continued sponsorship of a dedicated MSN Innovation Channel.
Guillaume Masurel, marketing director at Nissan Motor GB, said: “The Nissan Leaf campaign aims to increase familiarity, relevance and consideration by targeting in-market consumers who are motivated by smart choices. Capitalising on the launch of the new MSN Cars gives us the perfect opportunity to do this using new MSN ad formats, optimised for multiple platforms, and to target savvy car researchers at scale. Our aim is to educate this audience about the benefits of the electric car and show it as the ‘no brainer’ choice.”
Similar to the Nissan campaign, 1 October also sees The Potato Council launch its sponsorship of the Food & Drink channel.
Sony was the first advertiser visible on the new MSN as it launched to everyone in the UK. Its campaign began with a rich-media home page takeover creative that uses the new custom header format to drives awareness of the new Xperia Z3 smartphone on the day of its UK launch.
Catherine Cherry, marketing director at Sony Mobile, said: “Our overall objective was to drive awareness of the new Xperia Z3 from Sony on the day of launch. Running across MSN allows us to deliver mass reach on a single day. The new custom header format gives us the perfect canvas to showcase the new features, in particular the Waterproof message, and drive cut through to help build momentum at the start of the campaign.”
Virgin Holidays, Citroën, Tetley Tea and Lexus are also set to advertise on MSN.