Microsoft's "The New Busy" campaign hits London ahead of new Hotmail

Microsoft brought its Hotmail "The New Busy" marketing campaign to Londoners in the UK today.

Hotmail singers, dancers, hula hoopers and knitters (don't ask) took over Golden Square in the heart of London. Hotmail's "The New Busy" is an experiential campaign to highlight the major investments that Microsoft is making in Hotmail. Further events will take place at Canary Wharf on May 27 and Broadgate on May 28. The events are designed to showcase what Londoners can do with their new-found time after using the new features of Hotmail. Participants can make use of a chill out area, learn morris dancing, hula hooping or some new dance moves. People can also learn knitting, hand massages or take a nap in one of the sleep pods. Neowin attended a special preview of the events last night in London where we learned how to perform a hand massage (yes a HAND massage) and took home some Hotmail knitting needles for our grandmas (honest).

It wasn't all signing and dancing today at Golden Square however. The Register reports that Microsoft's morris dancers upset locals who complained to council officials regarding the noise levels. A Westminster City Council spokeswoman told The Register that it had received three complaints about the event. According to the reg a noise officer was dispatched to the area, and told Microsoft to turn the volume down, which it did. Microsoft confirmed to Neowin that the team at Hotmail worked closely with Westminster Council's Department of Environment and Leisure to ensure they complied with all their regulations in the creation and execution of the event. "As part of this compliance Westminster Council monitored noise levels at the event this morning and this afternoon and were satisfied noise levels were within the required levels," said a Microsoft spokesperson.

"The New Busy" campaign isn't new. Microsoft has been running the adverts on London buses, black cabs, billboards and radio stations since April. Fiona Fyfe, Product Manager for Hotmail, said: “We live in a world where people seem busier than ever and we have been listening to our users to improve Hotmail, developing these time-saving features to make it the most efficient email service for busy people. Whether it’s organising events, managing commercial transactions, searching for jobs, sharing photos, or communicating with friends and family, the new Hotmail will help increase personal productivity.”

If you're interested in what Hotmail has planned for the Summer then checkout our overview here. For more information on "The New Busy" events check out Microsoft's site.

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rm20010 said,
Is that the new Hotmail branding?

Looks like it, maybe they used the thicker font so it would be visible on the banner behind it.

dancedar said,
Microsoft's marketing is so laughably lame I simply cannot believe they're putting this stuff out there in public.

It got your attention didn't it? Job done.

dimithrak said,
what a waste of money.. lol.....

In other news.. Apple just became the most valuable tech company..

WTF MICROSOFT!??

dimithrak said,
what a waste of money.. lol.....

In other news.. Apple just became the most valuable tech company..

WTF MICROSOFT!??

Been going for a while, all I seem to hear on the radio is 'the new busy' ad. Always makes me smile as I remember the 'old busy' was trying to get your Hotmail account working with a email client without having to pay MS for the privilege.

I love competition.

Been swing the adverts on the undrground for a while now... Thought it all a bit pointless to be honest, as Hormail is still as bad as ever for spam etc.

Panacik said,
Been swing the adverts on the undrground for a while now... Thought it all a bit pointless to be honest, as Hormail is still as bad as ever for spam etc.

At least you can sign up with it without needing a mobile to verify your account now. Unlike for Google + Gmail in the UK

Panacik said,
Been swing the adverts on the undrground for a while now... Thought it all a bit pointless to be honest, as Hormail is still as bad as ever for spam etc.

When was the last time you used Hotmail? Spam hasn't been that bad for years now (compared to the horrible old MSN Hotmail)

lordcanti86 said,

When was the last time you used Hotmail? Spam hasn't been that bad for years now (compared to the horrible old MSN Hotmail)

Agreed - World's apart different thesedays. It's faster than gmail for me too - I don't have any complaints tbh.

Erm... I've lived in London all my life. But can someone please tell me where the hell this "Golden Square" place is! lol! Never heard of it!

So if they're going back to calling "Windows Live Mail" "Hotmail", then why the hell don't they call Windows Live Messenger msn?,,,, People don't walk around saying they're about to check their "Windows Live Mail" or "Windows Live Messenger", they say "Hotmail" or "MSN".

dagrimdialer619 said,
So if they're going back to calling "Windows Live Mail" "Hotmail", then why the hell don't they call Windows Live Messenger msn?,,,, People don't walk around saying they're about to check their "Windows Live Mail" or "Windows Live Messenger", they say "Hotmail" or "MSN".

Actually, they renamed the first Windows Live Mail 'Windows Live Hotmail' back in 2006 when all the services were still in development; they renamed the first 'Windows Live Mail desktop' to 'Windows Live Mail' at the same time, so Microsoft using 'Windows Live Hotmail' is not new - it's been like this since the first full release of Hotmail.

Also, your assumption that "people" don't call the services "Windows Live Hotmail" and "Windows Live Messenger" is incorrect. I call them that - I do not use "MSN" to refer to Windows Live Messenger, but sometimes use "Hotmail" to refer to Windows Live Hotmail - and I am a person.

Just to clarify, Hotmail is still going to be under the Windows Live banner - it's just that Microsoft are going to start referring to it as "Hotmail" more often.

Edited by Calum, May 27 2010, 12:06pm :

read some of the comments on here, i went down to Golden Square the other day..it was brilliant.very entertaining...that guitar fella Jake Morley i think he was called was fantastic...well done hotmail for making my sandwich taste better...

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