What this region didn’t have is a familiar way of expressing when it comes to chat.

Whether its language or in the use of standard smileys, known as emoticons. We decided to localise this particular experience using the client’s own media. We created a set of 10 free emoticons with local expressions. Richly-animated, these icons used popular greetings that people across the region could easily identify with.

By offering them a localised medium of expression through language and emoticons, we made our audience feel connected to the brand. What’s more, we advertised these on existing MSN web banners, space and chat windows in English, Arabic and French to get maximum attention and push for immediate download. The timing of their release coincided with Ramadan & Eid – the biggest festive season of the year in the region, and the one time everyone wants to call or connect with each other.

Nothing short of extraordinary. With an unusual media selection and no media spend we engaged with a huge mass of people who had never before looked at MSN as theirs. The campaign spread virally. First day of release saw 1,500 hits on the website. Within two months out of the 628,070 visits, 241,000 actually downloaded and used the emoticons. Numbers are growing every day as the site is still live. We are now in the process of creating culturally relevant, country-specific emotions for the region as the first round was such a big success. MSN has finally come to Arabia!