Microsoft's internet instant messaging service, MSN Messenger, is to feature in another campaign - just six months after a push for the service boosted monthly UK user figures to 6.3 million.
The £1m worth of activity, planned and bought by Universal McCann under the banner of Fertilising Friendships, will feature on radio, press, outdoor and online schedules, including escalator panels on the London underground and ads in Metro, Heat and the The Guardian's Saturday Guide supplement.
The move comes just one week after Microsoft announced it would be closing almost all its chatrooms in a bid to curb predatory users, triggering other internet companies to suggest the move was an economic one to cut out non-profitable services.
Tracy Blacher, head of consumer marketing at MSN UK, said: "Our last marketing push for MSN Messenger saw user numbers soar.
"It has been a real buzz to see how this new way of communicating has captured the public imagination."
The deal is the first activity since Universal McCann took on the £2m brief in June from Media Contacts