As Outlook Grew Up, So Did You.

Creative strategy proposal for Microsoft's new Outlook.com.

Transcript

1. A new outlook on email Mollie Buerschen - Alissa Carpenter - Maggie Chang - Chris Machielse - Anu Mohanachandran - Nick Steiner - Kristie Wong - Nancy Xiao - Sophie Zhao
2. Agenda + Scenario Analysis + Creative Strategy + Executions + Onward
3. Scenario Analysis + Microsoft looks to unify its email brand under one name. + Personify new features that rival or best competition. ‣ Hotmail no longer ‣ Rebranding and positioning under Outlook
4. Scenario Analysis Unique users per email provider Worldwide Rankings U.S. Email Rankings Gmail 287.3 million Hotmail 286.2 million Yahoo 281.7 million 1. 3. 2. Yahoo 76.7 million Gmail 69.1 million Hotmail 35.5 million 1. 3. 2.
5. Scenario Analysis In a survey of 90 people age 30 or younger
6. Scenario Analysis 19% increase in independent new users from 2010 to 2011
7. Creative Strategy Voice: Simple, integrated, reimagined Niche: Your lookout tower n./ the perch from which one can see the world
8. Target Meet Trevor + Recent college graduate + At a junction between professional and personal + On-trend, tech-savvy
9. Target What are Trevor’s concerns?
10. Target What are Trevor’s concerns? Large attachment size Document sharing Strong privacy settings 1. 3. 2. Spam filtering Marking emails 4. 5.
11. Idea
12. Idea
13. Idea As Outlook grew up, so did you. Aspects Professional, social, home Stages Transition between stages Bridging...
14. Executions + “Love, Sophie” Video spot + Facebook Polls Social media + Hosted Testimonials User generated content + “The Bridge” Targeted ad
15. Executions “Love, Sophie” // Video spot Google Chrome’s “Dear Sophie” Commercial
16. Executions Hey Daddy, I got it from here... “Love, Sophie” // Video spot
17. Executions “Love, Sophie” // Video spot
18. Executions “Love, Sophie” // Video spot Dear  Daddy, Just  reminiscing  and  looking  through  the  “Dear  Sophie”  emails  you’ve  been  sending  me.  Thanks  for  le@ng   Gmail  take  me  this  far,  but  Outlook’s  got  me  from  here!  Email  me  at  this  address  from  now  on. Love, Sophie
19. Executions Dad calling “Love, Sophie” // Video spot
20. Executions “Love, Sophie” // Video spot
21. Executions “Love, Sophie” // Video spot
22. Executions “Love, Sophie” // Video spot
23. Executions “Love, Sophie” // Video spot
24. Executions A new on email. “Love, Sophie” // Video spot
25. Executions “Love, Sophie” // Video spot
26. Facebook Polls // Social media Executions Facebook “Questions” Significance + Alternative to sponsored ads + Cost-effective + Garners awareness of features + Engages users ‣ Leverages Microsoft’s 2.1 million Facebook fans
27. Executions The Questions Facebook Polls // Social media
28. Executions UGC and Our Target Importance + Submit your testimonials via Twitter and Blog ‣ Allows users to represent the story, voice, and niche ‣ Send your video of how you use Outlook.com in daily life ‣ Users vote on favorite videos ‣ Outlook.com chooses from top videos to be featured on their website and YouTube channel Hosted Testimonials // User generated content
29. Executions My#Outlook.com#allows#me#to# share#my#favorite#moments# # My#Outlook.com#connects#me#socially# My#Outlook.com#balances#my#work# and#personal#du:es# 1,556%votes% 556%votes% 991%votes% Vote# Vote# Vote# Tell%us%how%Outlook.com%helps%you%balance% work%and%play.%By%comple>ng%just%three%easy% steps,%you%could%be%featured%on%an% Outlook.com%commercial!% 1.  Tweet%your%videos%to%@IamOutlook% 2.  Vote%for%your%video% 3.  Tell%your%friends% a%new% % on%email% share% your% vote!% Hosted Testimonials // User generated content
30. Executions UGC and Our Target Importance What has worked before? Hosted Testimonials // User generated content
31. Executions “The Bridge” // Targeted ad Illustrating the Transition from College Student to Young Professional Drive traffic using display ads that speak to those at a turning point. The Goal:
32. Executions Illustrating the Transition from College Student to Young Professional + Display ads on sites with targeted demographics ‣ 18-34 year olds ‣ College education + Drive traffic to Outlook landing page “The Bridge” // Targeted ad
33. “It’s more than just email.” Program'' Budget' Mee.ng' No.ce:' Presenta.on' Family' Photos' @Sea;leJane:' How'about' dinner?' “The Bridge” // Targeted ad Executions
34. Executions Launch Website // Digital interaction The Launch Website Impact + Integration of all executions + Provides a call to action
35. Onward Current Scenario: unify email brand Idea: A new Outlook on email Executions: Bridging... + Sophie’s life stages + Social and feature advertisements + The customers to the brand + The two sides of your life ‣ Integrated within Outlook.com launch website