In order to re-launch this MSN product on to the market, and to make it easier for media planners to work online, Zentropy created a media rich campaign. It’s main objective was to strengthen one of the most important benefits to media planners – we decided to follow MSN’s example and develop a campaign which used, in a creative way, five new MSN formats. Finally we created a claim which underlined the main benefit: Plan with advantage. SKYSCRAPER: This interactive skyscraper focused in the main benefit of this format: Its big space. The MSN butterfly got caught in a little square and the user has to give it more space to fly. While the user interacts, the message is discovered.