Application Banner Ads

Project Summary:

The Mufflerman, an undercar repair specialist with 13 stores in Southwestern Ontario, is best known for mufflers and exhaust work. However, over the past eight years we have focused our efforts on increasing awareness of the breadth of services The Mufflerman offers – specifically, brakes, alignment and suspension. To further extend our reach and awareness in the growing smart phones market, we proposed The Weather Eye smart phone application (iPhone, Blackberry, Android) to run mobile banner ads.

Intended Audience(s):

Southwestern Ontario (Geo-targeted by city weather)

Adults 35 - 54

Owners of vehicle 5 + years of age

Spend more time out of home

Active site visitors of The Weather Network

Objectives:

1) Generate greater awareness of The Mufflerman’s cores services (brakes, alignment and suspension)

2) Generate click-through traffic to the primary landing page

Key Messages/Theme:

The messages were very simple.

“For brakes, alignment, and suspension services, see The Mufflerman.”

Creative Rationale:

We utilized key words relevant to the warning signs reflecting something wrong with brakes, alignment and suspension on the car. We then used a graphical treatment to physically demonstrate how the audience might interpret what the sound or sign might “look like.” Clicking on the ad banner took visitors to a mobile landing page with an overview of The Mufflerman. Clicking on the primary landing page took visitors to a secondary landing page with The Mufflerman locations and phone numbers, which were active, clickable auto-dial phone numbers for each location.

Results:

Over the 23 week campaign (split between spring and fall) and 2.48 million impressions, we generated 10, 735 click-throughs and had a click-through-rate of 0.43%.

The Mufflerman had a very strong year with increases of 9% in brakes, and 11% in suspension and alignment service. Overall, they experienced year-over-year growth of 6% and recorded the second best year in the history of the company.

Division 3, Category 24

Entrant’s Names: John Parlow Organization Name: Surge Communications Inc.��Division & Category: Division 3:

Category 24 (Interactive Media Design)Title of Entry: Application Banner AdsTime Period of Project:April 2011

Application Banner Ads

Entrant’s Name: John ParlowOrganization’s Name: Surge CommunicationsCategory Number and Name: Category 24 - Interactive Media DesignEntry Title: Application Banner Ads

Application Banner Ads