Microsoft Hotmail - 30 Days To Win Julia Over

What if an entire country could help you win your girlfriend over? 

THE IDEA

Though leaders in the market, Hotmail was starting to be perceived as an outdated service despite their innovative new features.

After a long relationship, Hotmail needed to make their users fall in love with them again. So we hired one of Spain's best casting directors to look for a regular guy -not an actor- who embodied the situation the brand was in. 

As the ads claimed: 'we both needed to show how much we've changed to be liked more'

The agency and Hotmail helped Alejandro win Julia's heart through a month-long calendar of stunts open to people's participation: From a love letter in national press and radios to a massive serenade in front of Julia's place...

Conceived as a transmedia branded show, our team created 30 days of ads, content and newsworthy activations. These encouraged the audience interact with Alejandro's Hotmail in multiple ways, thus letting them experience the new features and seamlessly integrating the product in the story. 


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WHY I LIKE IT

To tell an open-end love story through a massive advertising campaign was, not only an innovative transmedia approach, but also a big challenge for a team that had barely worked together before this project. All of a sudden we were all dedicating two months of our lives to react in real-time to the countless opportunities that popped up as Alejandro's cause was getting bigger and bigger. This was a true baptism of fire that put our new office in Madrid on the Spanish creative map.

AWARDS

  • THE ONE SHOW - Integrated - Merit
  • EL SOL - Integrated - Silver
  • IAB INSPIRATIONAL AWARDS - Integrated - Silver
  • EFI AWARDS - Efficacy - Shortlisted
  • CONTAGIOUS MAG #27 - Most Contagious

CREDITS

  • Year: 2011
  • Agency: Doubleyou Madrid
  • Role: Creative Director
  • Team: Marta Caseny, Rafa Merino, Roberto Fara, Luis Ortiz, Jordi Pont, Javier Urbaneja