The American Business Awards has named MediaMind as one of the finalists for this year’s Stevie Awards! We are nominated in 3 categories, including the People’s Choice Stevie Awards for Favorite New Products, MediaMind Version 2.0.
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VIVAKI and Microsoft Global recently awarded MediaMind client Starcom Taiwan a SAVVI award for a Cartier Christmas Tale MSN Homepage Takeover. The ad was chosen out of nearly 100 entries worldwide in the It’s About Results Award Category for campaigns that consistently perform the best.
Here is an excerpt from the award application:
It’s SAVVI because…
The client had this challenge/opportunity… Cartier wanted to enhance its brand preference during the Christmas season. The French maker of jewelries and timepieces promoted their seasonal offerings through their “Winter Tale” campaign, which asks consumers to follow a panther cub through a winter wonderland. The Winter Tale campaign includes a dedicated microsite at wintertale.cartier.com and a 30-second video spot.
With the 30 sec branding video in hand, we needed to create a buzz before Christmas.
So we decided to …
We used the video to retell the story and transformed it into a never-been-used-before impactful film-like rich media format specifically on December 24th all-day-long to create the Christmas atmosphere.
Microsoft helped by…
As we wanted to create an impactful film-like rich media ad, we convinced MSN Taiwan to allow the client to create Whole-Page Takeover and automatically-played video to impress users.
This is what we did together …
Through hundred times of discussion and creative negotiation, MSN was willing to support and asked Australia MediaMind (Eyeblaster) staff to rewrite the exclusive rich media template for Cartier. Homepage Full-page Video Takeover and Messenger Great Wall were the two impactful and creative rich media positions created by Starcom Taiwan and MSN Taiwan.
And here is how it all worked out…
Broke the MSN Taiwan Ad Performance benchmark and reached 7.78% CTR and 144,338 clicks.
Moreover, thousands of word-of-mouth created by online users on Facebook and Twitter. Opinions such as, “how attractive the Cartier ad was on MSN”, “Cartier Panther Rocks on MSN”…
Congratulations to all involved in pulling off this successful campaign.
A big thanks to ADDY LA for awarding MediaMind and 20th Century Fox and ThinkJam UK the Bronze ADDY Award in its Interactive Media category for the Avatar Home Entertainment Release.
Since Avatar is no ordinary movie, it required an interactive ad that went beyond any other rich media ad. 20th Century Fox and ThinkJam worked with MediaMind to create a global home entertainment campaign that took the user experience to another level using groundbreaking video technology. Viewers were able to zoom in or out of any frame, pause at any point and select hot spots without ever leaving the setting. By clicking on points of interest, consumers were allowed to access extended clips from the film and in-depth information about the world and inhabitants of Pandora.
This industry first experience reached markets worldwide with publishers willing to run an ad that pushed the boundaries of digital advertising to the next level. The ads made a debut simultaneously across the web in 15 markets around the world.
Although the 9th Annual MediaMind Rich Media Awards ceremony is already behind us, the creative lessons provided by the winners are still relevant. And in the spirit of ‘the year of review’ articles abound this time of year, we decided to take a closer look at what made these ads stand out among their peers. While reviewing creative is certainly subjective, nearly all nominees had two traits in common: highly visible ad formats and a heavy use of interactive features.
An analysis of the nominees shows that stand-out ad formats are key for making it to the final. Among the nominees, the most popular ad format was the HomePage Takeover. The benefits of Takeovers are in their ability to utilize significant online ad space that gives brands meaningful exposure to audiences and attract users’ attention. An additional benefit of HP Takeovers is their ability to extend the campaign’s reach due to their prime location.
The advantage of HP Takeover’s visibility is clear when examining the NA Judge’s Award Winner – “Rabbids Go Home” by GamesRadar. In this campaign, the entire page was optimally used for brand and game promotion by enabling the rabbids to wreak havoc over the homepage, eventually resulting in the page being flushed down the toilet. Not the most elegant of ads, but certainly a memorable one.
The second trait common to many of the awards nominees is the heavy use of interactive features.. Ads with interactive video or a game don’t just attract attention, they also keep users engaged for a relatively long time. In fact, ads with variousinteractive features have a Dwell Time that is 18% higher than ads with less interactivity.
For example, the Avatar ad, winner of the International People’s Choice Award, provided a new standard of interactivity. The movie trailer contains “hot spots” that let the user interact and delve deeper into the video, with the ability to pause and zoom in at any point in the video.
Overall, an analysis of this year’s winners indicates that combining visibility and creative features is the recipe for a winning formula. Combining these two traits in one ad may lead to extraordinary results that would be in line with trends of the 2010 winners..
