In 2009, most of the biggest advertising agencies had received an email named "Ogilvy& Mather new proposal, you will be regret not to view this" in Taiwan. Some of the conscientious advertising man refused to look at their peer work which apparently was just accidentally leak out or been on purpose spread out by their competitors in illegal way. However, curiosity kills a cat. The desire to look at what the pioneer is working on the latest ads is so huge that almost everyone click and view the letter.
In the letter, it simply just has attachments of a word document which is the marketing analysis and a ppt of the creative work which O&M is going to present for a new company which sales sanitary napkin. What makes those people surprise is, O&M are using the newest display ads in MSN. MSN just rearrange the layout and have new design for display ads which can be interact with each banner.
The banner can be put on creative ideas such as interact with different banner, interact with user in the banner or just jumping around to catch user attention. Showing the best way to use the new display ads, in the deck, O&M demonstrated well on how to make good use on each banner and what can be played in or even outside the banner. Those advertising man started to look up how much does the banner cost and what else they can do on the banner. MSN get a lot of calls and letter from advertising agencies requesting detail of the new display ads and the function they can do.
Few weeks after, people still didn't see any response by O&M of the business secret out leak. Neither they see the new product launch.
The truth is, MSN is O&M's client. The email click rate is extremely high, and O&M successfully reach out to every potential clients (For MSN ads team) by the method of sending email. The cost is low and the result is great! (Ofcourse, O&M charge for the banner creativity too). The whole campaign including a short web video (which is rediculos funny and the purpose is only to make it look real for a new product launch) and several banners with different ideas (of the same concept) that been placed only on MSN.
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