The "impossible" portraits were the visual device used to pull people into the stories. They were created by projecting a Skype video call to scale, so family members and friends from across the world could stand shoulder to shoulder for a family portrait. But it was the stories, of real people separated from friends and loved ones by thousands of miles, that truly embody what "Stay Together" is all about. The campaign manifest across the web, with a landing experience that featured docu-style films, shorter vignettes, banners, social, and blogger and custom integrations.

Originally targeted the US, "Stay Together" went global as a result of buzz and press. The success of the campaign was driven by, audience engagement and content creation. The campaign saw 97% positive sentiment driving 6.2MM social engagements (65x greater than planned) and 42MM video views (22x the views planned) all resulting from campaign virality. 1,000+ consumers shared their "Stay Together" stories.

The campaign achieved the primary objectives with a significant lift in brand preference and perception as an “everyday communication tool”. Usage intent increased and 300,000+ Skype app downloads, sign-ups or purchases resulting from the campaign (30% above goal) .

Skype is no longer the disruptive and dominant product it once was, now often relegated to special occasions. Skype’s strength is when physical distance from those you care about most creates an emotional need that can only be met by hearing and seeing the other person. However, our global family audience often loses sight of this need when faced with other communication choices.

The strategic insight was to bring energy and power back to this need for richer video communication with the idea that: Skype is for when you wish you were there.

The idea, a family portrait made possible by Skype, provided a motif relevant to people everywhere, as well as a visually engaging entry point for us to tell the story behind the picture. And it was in the details of that story that the every day nature of Skype is revealed.