Microsoft's MSN has established a site called MSN Arabia to engage with its audience in the Middle East. However, most people preferred other sites for local content and leading more people to the site was one of the primary aims. 

Using Messenger chat as our entry point, we created something that would really resonate with the local audience in a way no other website could. We created a series of richly animated emoticons that reflected the lifestyle, culture and simple everyday gestures of the region.

This was something that brought a smile to everyone who saw it, and was launched in three languages through emails and web-banners, spreading on its own virally as well. Within two months, we had a staggering 628,070 visits and 241,000 downloads.