As a market leader, Microsoft Digital Advertising Solutions wanted to speak out on behalf of the entire category.

The basic message was that online communication is not about technology, but about the quality of the communication that it enables. The baseline that brought this positioning to life was: Reconnect with today’s consumer.We chose to make a real Hollywood-style movie to export this inspiring message to all advertisers worldwide. In our movie, The Break Up, the metaphor of a love relationship is used to show the disintegrating bond between the traditional, old-style advertiser and the modern consumer.We launched the movie on www.bringtheloveback.com – a specially created blog that played a central role in the campaign. Also featured on the blog were industry insights, behind the scenes material, and, of course, a large platform where visitors could add their comments and join the conversation about this hot topic.ResultsJust 3 days after launching, bringtheloveback.com was already among the world’s top 10 most-visited marketing blogs.Number of views: +296 000 (Dailymotion, YouTube – 5/03/2008)Marketing bloggers writing about the film: +790 (Technorati – 05/03/2008)Recognition by top blogs: BuzzMachine, Adrants, Logic+Emotion, AdFreak, etc.General tone of voice: very positiveNumber of comments about our blog: 423 (5/03/2008)Moreover… the film has been cited favourably in presentations by Publicis Group (Maurice Lévy), P&G, Nestlé, and The Body Shop.Although the movie / The Break Up was intended for only the Belgian market, Microsoft Digital Advertising Solutions soon decided to use it across the EMEA-zone and in Asia.And for people who want to know how our love story ends, there is good news : the worldwide sequel will be out soon!