little banner that could
TRANSCRIPT
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BANNER THAT COULD.A LITTLE
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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.
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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.
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Ultimate Urban Race
Clickthrough Rateus
them
0.72%
0.12%
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Ultimate Urban Race
RichmediaInteractionRate
us
them
8%
4%
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Ultimate Urban Race
Results were impressive.We decided to explore this territory a little bit further.Here’s what we’ve got.
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Potato HeadTo approach the food solution we tortured an icon.
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Potato Head
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Potato Head
Clickthrough Rateus
them
0.62%
0.12%
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Potato Head
RichmediaInteractionRateus
them
12%
4%
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Wac-a-MoleBy playing a popular game, the user get to know about the unorganized growth of the cities.
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Wac-a-Mole
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Wac-a-Mole
Clickthrough Rateus
them
0.62%
0.12%
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Wac-a-Mole
RichmediaInteractionRateus
them
12%
4%
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WatervilleA major success in Facebook was the inspiration to a look alike game that hooks the user into water problems.
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Waterville
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Waterville
Clickthrough Rateus
them
0.16%
0.12%
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Waterville
RichmediaInteractionRate
us
them
7%
4%
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Balls InterventionAn addictive interface was enough to prove that data is everywhere, hid in everything.
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Balls Intervention
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Balls Intervention
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Balls Intervention
Clickthrough Rateus
them
0.27%
0.12%
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Balls Intervention
RichmediaInteractionRate
us
them
0,6%
0,2%
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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.
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Timelapse
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Timelapse
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Timelapse
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Timelapse
Clickthrough Rateus
them
0.09%
0.03%
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At the same time we run a worldwide banner about a local case reference. Check out the results.
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WW - Controlar
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WW - Controlar
Clickthrough Rate
us
them
0.08%
0.12%
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WW - Controlar
RichmediaInteractionRate
us
them
4%
4%
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LEARNINGS
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Learnings
Internet is about interaction. The more entertaining the piece, the more interaction we get.
WEBBASICS
A.
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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.
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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.
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Learnings
Both, worldwide and local rich media banners can coexist. The first one delivers a more technical explanation based on a local case reference.
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Learnings
The second one offers a stronger engagement by inviting the user to experience the problem.
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EXPANDINGTHE LEARNINGS
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Expanding the Learnings
The learnings from the rich media local banners can be expanded to a social network experience if we decide explore it.
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THANK YOU.