The creative solution made use of the strong brand identity that Skype users are so familiar with as a platform for telling engaging stories that explain the benefits of all of the Skype services.We worked with CNN to introduce Skype as the platform used to connect to news events and people around the world on the daily feature - Connector of the Day. Then we developed a multimedia campaign around the show.Friendly, educational messages, cutting through the noise of CNN, teaching people Skype is more than just free calls.The campaign lead with 30'' ads and was supported by 10'' idents on TV and online. As well as display advertising on CNN Connect the World website.The call to action drove our audience to a dedicated site skype.com/magic where the story could be broadened and prospects could purchase credit and subscriptions.

In Europe and Australia there was up to a 15% increase in business travellers willing to try Skype.18% more business travellers now know Skype is the leader in video calling.16% more realise Skype is excellent for business.Skype.com/magic was viewed on average 13,050 times a month. 43% of viewers followed through to the featured Skype products.