little banner that could

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

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.