The Campaign objectives T h e c h a lle n g e -Build an online campaign in line with the TV concept communication, but using internet advantages -Usage of internet for better measuring the response CTR above the market average –Not having a Coldrex website, asked for a solution to bring people to a landing page as well O b j e c t i v e : Raise Coldrex awareness in the cold weatherW h e r e d o w e f in d p e o p lew h e n t h e y c a t c h a f lu ?•They stay at home, probably watching TV,surfing the internet, leisure activities whichdon’t imply going out in the cold TV spot 2
Approach• The campaign is a very contextual and targeted, made of banners, built according to the creative message “Don’t let cold & flu ruin your special moments”• We identified the special moments and we found the websites offering solutions to benefit from those special moments• Due to the seasonality of the product and the campaign timing, we tried to identify the leisure activities / going out opportunities that are in fact the special moments of the season, which can be shadowed by feeling sick: – going out on Friday or Saturday evening, movies, concerts, bars and restaurants, theater, football games, Halloween Party, Christmas Party etc. 3
ApproachThe result was a campaign which was: – very much i n l i n e with the current TVC – c o n t e x t u a l – the message is relevant to what the internet user is looking for – i n t e r a c t i v e –it invites the user to play with it, which makes the message more memorable; at the same time, the required engagement is minimal, only one mouse overThe concept’s title is “I’d like thattoo...” and builds upon the idea, thatcold stops us from doing things wewant to do.The landing page of the campaignwas the Coldrex advertorial, placedon each website the campaign wason. 4
Reach and unique interactions in bamnerThe most users (~80%) exposed to the message have responded one way or another:either mouse over, click. Data provided by Gemius adserver, March 2012 6
Results | Click rate for standard/intelligent• The highest click rate for standard banner was • The highest CTR for intelligent banners was reached by 220.ro, with 1,99% registered by ziare.com, of 2,53% The average for the market is 0,1% and for Starcom 0,25% the campaign CTR is high above them, showing that the interaction in the banner made the user curious to read more about the product. Data provided by Gemius adserver, March 2012 7
Results | summaryThe intelligent banners registered a higher CTR, but close to the standard one.The standard ones also registered very good results because of their appropriate targeting. Data provided by Gemius adserver, March 2012 8
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