Skype bids to show off 'richer experience'

Skype: promoting its range of communications offerings via major campaign
Skype: promoting its range of communications offerings via major campaign

Skype is embarking on its largest consumer marketing push to date, with a $12m (£7.5m) global campaign that aims to show how the service enables "more human" communications, beyond the video-calling it is known for.

The internet calling service, which was acquired by Microsoft in October last year for $8.5bn (£5.2bn), is launching a digital and outdoor campaign in the UK and US today.

Francie Strong, director of global marketing at Skype, told Marketing that the campaign, created by Pereira & O’Dell, aimed to demonstrate the "much richer communications experience Skype can deliver, and how it can bring people together in a way which is much more human than an alternative".

Pereira & O’Dell also handled the media for the campaign.

The ads feature bold text such as ‘Your One-Way Ticket Back to Reality’, featuring the Skype logo and the new strapline, 'It's time for Skype'.

The outdoor posters, wraps and digital posters, run across sites in London, including Canary Wharf, the Eurostar departure terminal and on London buses, from today (2 April) for the entire month.

For the digital component, Skype is running a series of banner ads, with a similar creative, and an ad on its own landing page.

In addition, Skype has created a "humoticon" Facebook app, which enables users to create an emoticon, based on their own face, which they can share with friends on the social network.

Strong said: "Following research, we realised people are overwhelmed by the number of ways to connect with people these days, and this made them actually feel less connected."

She said that although Skype had a positive "brand perception", many users had a "singular view" that Skype was just for video calling and "people did not understand fully the breadth of communications it can bring".

As well as attracting new users to the service with the campaign, Strong said it aimed to target users who had downloaded the service, but were not active users, by demonstrating the range of features it offers.

Strong added that the Skype brand was being kept separate to the Microsoft one for this campaign.

According to comScore data for February, Skype had 12.5 million unique visitors, which is a 3.3 million increase over the past year.

The last campaign Skype ran in the UK was its 'Skype Outside' by Poke in September 2009, to promote its mobile service by getting users to send messages to artists in five counties around the world, which were interpreted in different ways to create artwork.

Follow Sarah Shearman on Twitter @Shearmans

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands