Microsoft
Hotmail
Skills applied:
Ad campaign, Omnichannel, OOH, Events, Production
The New Busy
An ideal world where we can live our daily lives, in a way that’s time-efficient and enjoyable. Now we have more free time to enjoy things we love doing.
Challenge
In collaboration with Jog design and Creature, The New Busy’ was a new marketing concept to provide us with the right online tools for productivity and streamlining workflow. The idea in theory was to move us away from the ‘Old Busy’ ways of working to the New Busy. I was tasked with visually helping to create brand awareness and strategy in place with designs across various omnichannel touchpoints such as a website landing page, OOH ads, socials transportation and free public events around specific locations in Central London such as Canary Wharf and Soho.
The New Busy campaign was seen on ad billboards and transportation across London and New York simultaneously as part of the brand strategy to generate mass awareness on a global scale.
Outcome
The creative outputs were well received and the client was happy that the adverts didn’t take themselves too seriously and were implemented consistently. However, public opinions and thoughts about Hotmail's ‘The New Busy’ were mixed. Will The New Busy make their lives easier? The competitive marketplace and ease of use of other products in the current market for an all-in-one tool to make our lives easier is a difficult challenge to fulfil. However, the campaign influenced the direction of Hotmail's ‘The New Busy’ brand and all important feedback from the successful awareness generated. Now on to their next phase…
