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In the lead up to Cannes Lions Festival of Creativity, Microsoft ran a contest entitled “The Creative Battle of the Nordics”. Media agencies across the Nordic region were invited to play with creativity, technology and innovation to come up with a valuable, relevant and engaging advertising experience across Microsoft’s connected media platform.
While the level of creativity on display was very impressive, the judges had to choose a winner. On May 16th, the Nordic jury (Microsoft CMO from each market) voted and crowned Tone Angsund and Sindre Holme, Creative Directors from Starcom Norway as Nordic champions with their campaign “Save time – Save Memories” for Scandinavian Airlines (SAS). It should be noted that this work was undertaken exclusively in the context of the competition and that Mindshare media agency support SAS today.
The Save Time, Save Memories campaign is designed to reinforce SAS’s strong reputation of excellence in business travel while simultaneously appealing to the leisure travel market. The concept appeals to a business traveller who wants to connect with family and friends while on the move. Using the breadth of the Microsoft media platform, the campaign shows how SAS cares for its customers while delivering a high level of business efficiency.
The campaign follows a customer from the start of their journey right through to getting back home from the flight, offering them valuable personalized services and information at each stage. This starts with personal Skype conversations prior to departure, which offer information on the best travel deals available to sync with each person’s travel itinerary, and Outlook.com banners for suggested travel times and destinations, when your schedule allows it.
Once a journey is booked, travelers can be entertained by direct interaction with members of the SAS crew via Xbox Kinect, and get personal tips on the best things to see and do at their chosen destination. Also on Xbox Kinect, travelers can reach their loved ones from afar with personalized messages sent directly to their living room at home. Upon flight arrival, sensors above the Windows 8 welcome screen at baggage claim will recognize individuals and display personal messages intended exclusively for them. And finally, once home, the Windows 8 SAS Travel app will automatically manage all expenses and reimbursements.
Well done to Tone and Sindre from Starcom for creating their campaign and for winning the competition. If you want to learn more about Microsoft’s creative approach to digital advertising you can visit www.microsoft.com/advertising or talk to Tone or Sindre, who won a trip to be with us here in Cannes.
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