Persil and Microsoft target mums across Xbox and MSN

Persil and Microsoft Advertising have teamed up to launch the Unilever brand's first ever cross-platform ad campaign in the UK, to back the re-launch of Small & Mighty, the laundry detergent and stain remover.

Persil: runs 'Mighty Moments' campaign across Xbox and Skype
Persil: runs 'Mighty Moments' campaign across Xbox and Skype

The 'Mighty Moments' campaign will run for four months across all of Microsoft’s devices and services, including Xbox, Skype, MSN, Mobile and Windows 8.

It includes four animated electronic storybooks, which mums can share and personalise for their own children.

The campaign uses Windows 8 Ads-in-Apps ecosystem format and marks the first time a UK brand has used Microsoft’s ‘Polymorphic’ advertising solution, which adapts content to fit different screens on various devices.

Paul O’Grady, the senior communications planning manager for marketing services at Unilever UK, said: "We’re pleased to be the first brand in the UK to use this exciting new technology to reach our target audience on a platform which is relevant to them.

"While also providing interesting content that is not only suitable for the whole family to enjoy, but can also be individually tailored, offering mums the chance to give stories a truly personal touch."

James Hayr, the head of advertising solutions at Microsoft Advertising, said: "At Microsoft we believe in the importance of creating advertising that is accessible to the consumer’s online experience in ways that are both interesting and relevant.

"Encouraging engagement is about delivering a seamless journey to users in an honest and authentic way, not simply bombarding them with content."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published