little banner that could
TRANSCRIPT
BANNER THAT COULD.A LITTLE
Introduction
The worldwide rich media banner weren’t performing well in Brazil.A local creation was requested.We couldn’t imagine what it would trigger.
Ultimate Urban RaceThe user thinks that he’ll run through a street race game, when in fact he will be stuck in a traffic jam.
Ultimate Urban Race
Clickthrough Rateus
them
0.72%
0.12%
Ultimate Urban Race
RichmediaInteractionRate
us
them
8%
4%
Ultimate Urban Race
Results were impressive.We decided to explore this territory a little bit further.Here’s what we’ve got.
Potato HeadTo approach the food solution we tortured an icon.
Potato Head
Potato Head
Clickthrough Rateus
them
0.62%
0.12%
Potato Head
RichmediaInteractionRateus
them
12%
4%
Wac-a-MoleBy playing a popular game, the user get to know about the unorganized growth of the cities.
Wac-a-Mole
Wac-a-Mole
Clickthrough Rateus
them
0.62%
0.12%
Wac-a-Mole
RichmediaInteractionRateus
them
12%
4%
WatervilleA major success in Facebook was the inspiration to a look alike game that hooks the user into water problems.
Waterville
Waterville
Clickthrough Rateus
them
0.16%
0.12%
Waterville
RichmediaInteractionRate
us
them
7%
4%
Balls InterventionAn addictive interface was enough to prove that data is everywhere, hid in everything.
Balls Intervention
Balls Intervention
Balls Intervention
Clickthrough Rateus
them
0.27%
0.12%
Balls Intervention
RichmediaInteractionRate
us
them
0,6%
0,2%
TimelapseThe unorganized fast growth of the cities is shown by a web camera simulation, which proves it can happen in a blink of an eye.
Timelapse
Timelapse
Timelapse
Timelapse
Clickthrough Rateus
them
0.09%
0.03%
At the same time we run a worldwide banner about a local case reference. Check out the results.
WW - Controlar
WW - Controlar
Clickthrough Rate
us
them
0.08%
0.12%
WW - Controlar
RichmediaInteractionRate
us
them
4%
4%
LEARNINGS
Learnings
Internet is about interaction. The more entertaining the piece, the more interaction we get.
WEBBASICS
A.
Learnings
The more people experience the problems, the more engaged they get.Frequent engagement strengths the awareness and generates traffic.It’s all about the experience.
Do,Don’t Tell.
B.
Learnings
Both, target and average Joe react the same way and have a higher response when Smart Planet issues are addressed with a daily lives approach. The routine situation works, no matter where it is or who we are talking to.
TargetTalk
C.
Learnings
Both, worldwide and local rich media banners can coexist. The first one delivers a more technical explanation based on a local case reference.
Learnings
The second one offers a stronger engagement by inviting the user to experience the problem.
EXPANDINGTHE LEARNINGS
Expanding the Learnings
The learnings from the rich media local banners can be expanded to a social network experience if we decide explore it.
THANK YOU.