MSN aimed to shake up its image and drive engagement throughout the channels, emphasizing the fresh and personally relevant content.Knowing that everyone wants to be in-the-know, this campaign shows how MSN prepares people for everyday challenges.

A key component of the campaign was an experiential microsite where people could create and send funny voice messages with tidbits of MSN information. Designed to prepare people for everyday “deer in headlights” moments, the interactive voice messages were compelling and viral.

The campaign also leveraged rich-media banner placements and social networking site profiles to drive users to MSN articles and the microsite.