Microsoft Advertising spearheaded 24-hour creative battle at Dx3 Conference in support of Kids Help Phone
TORONTO, March 6, 2014 – A creative and emotionally heartfelt campaign that was developed by Grip Limited in just 24 hours has been selected the winner of the Microsoft Challenge to promote Kids Help Phone. With a creative project that pushes the boundaries of the industry standard, the unveiling took place at Dx3, Canada’s largest conference and trade show focused on digital marketing and advertising.
“Grip’s presentation struck all the right notes, and will provide Kids Help Phone with some extremely valuable awareness and marketing tools. At Microsoft Advertising we are impressed by how our advertising solutions and platforms were used in this creative challenge,” said Carlos de Torres, Microsoft Advertising General Manager and Microsoft Canada Vice President of Advertising & Online.
Highlights of the Grip Limited creative include innovative video focused on Windows 8 and MSN Rich Media in their custom content that rolls out the ‘between the lines’ conversations that parents don’t hear. A total of seven agencies put their hearts into this challenge and it gave them great perspective on how they can use a range of specialty channels to connect and resonate strongly in support of Kids Help Phone.
As first time participants, Grip employed a wide range of Microsoft platforms including Xbox, MSN, Skype and Bing. This campaign was incredibly moving, thought provoking and not only hit home with parents, but also has the potential to impact multiple generations with their ‘fine doesn’t always mean fine when you’re a kid’ philosophy.
“Microsoft Canada has been a tremendous partner in ensuring Kids Help Phone has the technology and tools to meet youth where they’re at,” said Sharon Wood, president and CEO, Kids Help Phone. “The Microsoft Creative Challenge builds on the amazing support we’ve already received from Microsoft, leveraging digital properties, technology platforms and market-leading advertising creative to drive the donations that fund our essential service. We’re thrilled with the creativity, thought and effort that all participating agencies put into their campaigns and look forward to working with Grip to bring their winning campaign to market.”
About Kids Help Phone
Kids Help Phone is a Canadian and world leader, known for our expertise in providing vital, innovative counselling services to children and youth. Since 1989 we have offered children, teens and young adults in Canada a critical lifeline of hope and support, through our free, anonymous and confidential service. Our professional counsellors support the mental health and well-being of young people ages five to 20, in urban, rural, and remote communities, by providing one-on-one counselling, information and resources by phone and online. Our internationally recognized, award-winning websites are considered a model of child-focused interactive design, and offer online counseling forums and engaging, therapeutic games, tools and information to encourage resilience and self-care. A community-based national charity, Kids Help Phone receives no guaranteed ongoing financial support from government or any large funder and relies on community and corporate support to keep our essential service available. We’re there for the 6.5 million young people in Canada, 24 hours a day, 365 days a year, in English and in French.
About Microsoft Advertising
Microsoft Advertising helps consumers connect with brands through experiences that enhance their digital lives. Microsoft Advertising does this by providing advertisers, publishers and developers with cross-platform opportunities to create meaningful and profitable customer engagement across the Microsoft devices and services people love, including Windows 8 apps, Windows Phone, Xbox, Skype, Bing, Outlook.com and MSN. Microsoft also offers advertisers a media network that reaches hundreds of millions of consumers around the world; and services and sales support technology that helps untangle the complexities of digital media to get more value from marketing and content investments. More information is available at http://advertising.microsoft.ca
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