In 2010 Hotmail introduced a lot of new features that clearly upgraded their product, but these features were blurred by the old and "wrong" brand perception that people had. Hotmail seemed to be stuck in the past, when compared to competitors appeared during the last few years. After the re-positioning work done by the "30 days to win Julia over" branding campaign, they now asked us to help them drive traffic to people's email accounts in order to make their users experience the new features.
Considering the target audience, we proposed a branded-content with music as a central theme: something newsworthy and with good viral potential.
The creativity was simple: an honest metaphor. What if an artist's career could work as an example of Hotmail's dilema? What if we could offer this artist the opportunity to change a former song to her current vision and style? That's how Hotmail went on to produce a new version of "Señorita", an old-fashioned hit from performing artist and musician Christina Rosenvinge. Christina has one of the most impressive careers in Spanish Indie music. She achieved a major success with her debut album in the early 90's. Later, she turned more introspective, flirting with other music styles and losing some of her fanbase... but finally finding the right formula and coming back with great success in the last two years with two award-winning albums praised by both critics and public. A teaser video and a PR release launched the project. A documentary website rendered as a CD cover-book allowed people to interact with the whole song 's story and, most importantly, to navigate through free extra contents and goodies running in original email tools formats, driving traffic to Hotmail's new functionalities (such as lyrics or stills presentations in Office Web Apps or extra footage in Microsoft Skydrive...)
Two weeks later, the new song videoclip was released directly within people's Hotmail accounts. A present for their long-standing relationship with the brand, and a great way to show how -with the new Hotmail- you can reproduce videos from an email without leaving the email itself ;)