Truvo Creative Confidential- HPTO Testimonial


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Truvo Creative Confidential- HPTO Testimonial

  1. 1. Creative Confidential MSN Ireland Forum 2010 Truvo My Site Digital Campaign Home Page Take Over Testimonial
  2. 2. Truvo – publishers of Golden Pages Ireland’s largest specialised sales & marketing company focusing on local search and advertising Truvo Ireland has a multimedia product offering print, online and mobile Print products – Golden Pages and Eircom Phonebook were joined in 1999 to form and in the last 12 months Truvo has added the mobile platform and to an every growing portfolio Truvo philosophy is to be the number one choice for local search and advertising by providing an integrated portfolio of cost effective, simple to use advertising solutions that connect buyers quickly and effectively with sellers As part of a further initiative to bring Ireland’s SME’s online, Truvo has partnered with MSN Ireland to launch their new initiative – TruvoMySite…
  3. 3. Landmark campaign for Truvo Develop a rich media online campaign to promote the new MySite service from Truvo to SME’s who may not yet have a web presence Devise a communications medium to deliver primary objectives in a way that also communicates Truvo brand persona Build awareness of the product among the defined group of audiences and influence target audience to partake in call to action Innovative creative concept required to encourage a response/viral/WOM effect to propel the campaign Shift perceptions that Truvo is simply a print oriented business Campaign Objectives
  4. 4. Media Objective – Develop an integrated online campaign to promote the new MySite product which allows advertisers to have a website presence online to attract customers Date of Campaign – 7 th ,12 th & 15 th January 2010 Audience – Adults 25-44 Media Plan
  5. 5. Idea was to create striking,quirky, viral creative Theme was – ‘ attracting’ more customers catching more customers establishing online presence Supported by the Truvo MySite hosting viral videos produced for the campaign - Campaign Execution
  6. 6. … a highly innovative HPTO where Truvo’s MPU was seen to literally ‘attract’ customers off the MSN Homepage ! The MSN Homepage Takeover
  7. 7. 7th January ‘10 – 3pm – 8pm (5xhrs) MPU/Float delivered: 283,910 imps and 10,802 clicks = 3.80% CTR Leaderboard delivered: 286,272 imps and 553 clicks = 0.19% CTR 12th January ‘10 – 9am – 9pm (12xhrs) MPU/Float delivered: 670,900 imps and 26,115 clicks = 3.89% CTR Leaderboard delivered: 679,914 imps and 1,491 clicks = 0.22% CTR 15th January ’10 – 9am – 9pm (12xhrs) MPU/Float delivered: 637,257 imps and 24,858 clicks = 3.90% CTR Leaderboard delivered: 646,550 imps and 1,352 clicks = 0.21% CTR Source – DoubleClick DFP Campaign Results
  8. 8. Delivered Imps = 3,204,803 + 1,612,741 Wallpaper impressions Clicks = 65,171 CTR = 2.03% A huge success for Truvo which used creative innovation to harness the enormous reach, creative possibilities and trusted media environment of the MSN Ireland Homepage to meet and exceed the campaign objectives  Best site buy on media plan for *coverage – MSN Ireland  Best site buy on media plan for CTR – MSN Ireland (2.03%)  Best site buy on media plan for CPC – MSN Ireland (0.07euro) *200k unique users approx each 12 hr burst A Huge Success for Truvo !
  9. 9. Why Rich Media Takeover, Why MSN Ireland ? Accountable, Innovative, Flexible Great reach, engagement, trusted, maximum return on investment With *77% reach, a HPTO provides a high impact 24hr presence on the biggest display site in the market For a campaign launch, a HPTO is the best way to creative impact – an essential element to any plan When compared with standard display, the level of investment committed will return a lower CPC Excellent CTR and cost efficiency of the HPTO were testament to great creative and solid media planning, while proving that investing time and money in creative and production reaped huge rewards in media value *Source – Comscore March 2010
  10. 10. Your Audience. Find out what we can do for your brand