Marketing strategy: the innovative strategy is about a "weekly insert" (the BigWednesday) inside the MSN.it portal. The primary objective is to reach and to rank MSN.it website and stimulate brand awareness. Products and services related to be pushed are brand umbrella: money, carview, shopping and messenger. Towards consumers: give a strong sense of leadership and innovation; an advertising campaign like a memorable event and build emotional closeness.

Target: all Italian Internet users.

Media strategy: is focused on reach the most part of he users on a specific week day, driving it to www.msn.it. Chat infiltration and advertising (overlayer, expanding banner, etc.) are very impactful on a target who is in a “fun moment” of his surfing time. The communication initiatives are declinated on the specific objectives of campaign. Phases planed: - Teaser on main websites with countdown: overlayer, advertorials, chat infiltrations. For the 1st Big Wednesday without contents, for the others with contents; - Launch overlayer on main portals and vortals, chat infiltration, direct e-mailing and advertorials; - Tactic communication initiatives.Creative strategy: uses the creative concept of the butterfly (flying coloured butterflies like flashing objects). Copywriter example: “Fly you too to MSN…Next Wednesday, all Wednesdays, only on Wednesday…MSN BigWednesday”.