Hotmail wanted to communicate the profound changes they had undergone. Though leaders in the market in front of Gmail, they needed to do something to make their clients fall in love with them again. Instead of just saying it, we decided to prove it.
We looked for a regular guy (not an actor) who needed to show his girl how much he had changed in order to win her heart again. Alejandro and Julia had been together for some time, but were going through a rough patch. In Alejandro’s own words, “I needed to prove to her I could be a better boyfriend”. Their story was a metaphor for Hotmail’s relationship with its users. A couple that, after quite some time together, had room for improvement. As our ads claimed, Alejandro and Hotmail were in the same situation: "changing to be liked more.”
Alejandro and the agency designed a secret plan to win back Julia’s heart over a period of 30 days. Most of the surprises were designed to be both engaging and buzz-generators. Some of them required the participation of those who contacted Alejandro via Hotmail, thus integrating Hotmail's new features in the content.
“30 days to win Julia over” was an open-ended story that reacted in real time to what was happening between Alejandro and Julia as well as their thousands of followers.
It ended with a flash mob in front of Julia’s house, in the center of Madrid… but if you want to know more, you better watch the video ;)