The objective of MSN Canada's "Video's Back!" campaign was to reach out to Canada's media buying community and demonstrate the power of online video advertising as an effective advertising medium. Our campaign objective was to drive a total of 30 one-on-one meetings between targeted media buyers and Sympatico / MSN sales reps to discuss the opportunities and results that online video advertising affords advertisers.

Using a retro 80's theme that recalled the rise of the video phenomenon, neon colours and the Rubik's cube we proclaimed: Video's Back! And It's Better Than Ever.A unique and playful direct mail format was used to engage our target: a mock-VHS cassette package opened to reveal a crushable Video's Back T-shirt, personalised letter, brochure and a neon USB bracelet loaded with the campaign microsite. The supporting microsite included a 3D animated Rubik's cube with embedded video clips, in addition to demonstrations of online video advertising and case studies on its effectiveness.

The campaign achieved over double the original response objective, with some 70 meetings scheduled by the end of the measurement period. In addition to garnering local awards and global recognition across the Microsoft network, the unique creative style of the campaign has since been picked up for localised MSN Online Video Advertising campaigns in other markets, including the UK.