Online
advertising is now an important component of some of the most successful
branding campaigns. In just 10 years it has overtaken cinema, surpassed
radio and is on target to reach outdoor in terms of advertising spend. It
now reaches 61% of the UK’s population – that’s 28.7 million
people.
From the first flash of inspiration to that triumphant moment when an idea
is fully realized, I've always strived for creative excellence within such
small restricted spaces, which nowadays are made more generous by high-speed
broadband connections.
A banner brief is a unique challenge that should be embraced. Not many people
can make a complex story appear so simple to such short attention spans.
Not only should a banner be short and sweet, it has to interrupt the eyeball
without drawing attention to itself. I believe if you can divert someone
by motivating them to act, using only a canvas of 468x60 pixels or less,
you have made something amazing. Exactly how amazing is measured by the
amount of people persuaded to click here.
Once
Pizza Hut had set up their online ordering website we had to get the customers
in. The target audience was predominantly male, late teens, early twenties.
We thought that a lot of blokes live together as students or young professionals
but either way, would own a games console, enjoyed convenient pizzas and
threw things at each other. The campaign performed 37.5% up on expectation.
A 10:1 ROI ratio.
During
the 6 Nations Rugby Championship 3 decided that mad keen followers of that
sport and that competition would be ideal customer conversions from other
phone networks. Sign-up landing pages were produced and these banners were
sent out to bring in those potential customers.
The
brokers Lifecube work with are industry leading experts who scan the life
insurance market for the best quote. They are free to scan 100s of providers
for the best deal. Monthly life insurance premiums starting from as little
as £5 a month. All this story detail has to be explained simply and
clearly to make it an attractive proposition to the potential customer.
The
BMW Z8 was featured in the James Bond movie The World Is Not Enough. This
banner pointed interested parties to a co-branded microsite launched at
the same time as the movie release.
Medicube's
brokers are not tied to any one insurance company, they can provide access
to nearly all of the major insurers as well as lesser-known insurance specialists,
then bring potential customers quotes for as little as £10.70 a month.
That is the complicated Medicube story which has to be told in a simple
and attractive way on a multi-format banner campaign.
This
Vauxhall Vectra ad was originally produced as a format called a Superstitial,
which on third party car sites would appear between pages as they loaded,
almost in a subliminal manner.
Pruifa.co.uk
was designed to provide IFAs with the tools and services they need to make
their life easier. This banner was created to attract IFAs to the idea of
having everything in one place, simply and clearly.
Explaining
that 15 million children are orphaned because their parents have died of
AIDS is important if you want people to act. This banner succeeded in pursuading
a large part of it's audience to click thru and donate.
This
Cable & Wireless banner was the most successful from a suite of five
that dramatised the various customer benefits of Internet Lite.
This
Prudential IFA banner was very successful due to the fact that the filing
cabinet opened on rollover and the user could take a good look inside the
drawer.
