Eyeblaster Case Study Eu Tobacco

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Eyeblaster Case Study Eu Tobacco

  1. 1. EU Smoking Cessation Case Study EU Campaign: Stop Smoking Eyeblaster’s Behavioral Sequencing Demonstrates Cumulative Harms of Smoking Campaign ID Advertiser: EU Smoking Cessation Media Agency: Isobar Global Publisher: MSN - Served in five different countries across Europe Ad Features: Behavioral Sequencing A day later Campaign Objectives The ad design encouraged users to interact directly within the banner The campaign strategy developed by Isobar evolved from the incremental and cumulative effects of smoking. The Execution campaign was also designed to allow Isobar used the image of a cigarette as the basis for a slider. Users stated their daily users to touch and interact with the ad cigarette consumption by moving the slider back and forth. As the slider moves, as a way to find out about their smoking the ‘smoking fingers’ in the image turn progressively more yellow. This encouraged interaction with the ad and it demonstrated in very visible terms, that each cigarette habits within the ad. has a negative impact. Excellent Use of Behavioral Sequencing Strategy To drive home the cumulative effects of cigarette smoking, Isobar chose to use Eyeblaster’s Behavioral Sequencing Feature. When a smoker visited the ad and set The campaign strategy developed by the slider to their level of smoking activity, this level was saved on the computer. The Isobar evolved from the incremental next time the user was served the ad, it calculated how many cigarettes that user and cumulative effects of smoking. The had smoked since the last exposure, and illustrated the impact of the cigarettes by campaign was also designed to allow displaying the smoking fingers in the corresponding level of yellow. Each subsequent users to touch and interact with the ad time the user was exposed to the ad, the number of cigarettes smoked rose (and as a way to find out about their smoking the fingers yellowed) – reminding the user of the effect cigarettes have on daily and habits within the ad. cumulative bases. Continued on next page © 2008 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com l 646.202.1320 (U.S.) or +44 (0) 20 7831 9410 (UK)
  2. 2. Results • This was the first time a behavioral sequenced advert was used to promote medical objectives, and it had a significant impact. • 38,000 users interacted with the slider • 6000 unique users clicked through to learn more about smoking cessation programs • A 10% increase in the click-thru rate after viewers viewed the second ad, reinforcing the fact that Behavioral Sequencing combined with ad frequency made a positive contribution to driving the message home and eliciting a response. © 2008 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com l 646.202.1320 (U.S.) or +44 (0) 20 7831 9410 (UK)

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