Meet Pablo Sánchez Benavides, Interactive Director at DDB in Barcelona.  He discusses the Golf GTI Experiment, which used neuromarketing to analyze consumer response to the latest car model.


What was the brief for the Golf GTI campaign?
The Golf GTI Experiment is a campaign developed at my current agency (DDB Spain) for Volkswagen. Basically, it is an experiment about how the human brain reacts to a Golf GTI. For 10 days, a total of 100 individuals, selected with a statistical approach, were part of this experiment (held in Madrid and Barcelona). Each subject completed various bio-sensory tests with a GFK patented technique (Emo Sensor ®) and Eyetracking to measure their response when exposed to a Golf GTI. The experiment has been rigorously conducted and certified by GFK, an independent company that specializes in neuromarketing.


How was this particular online ad format chosen?
The main goal was to maximize the area where the users are looking/interacting over the page, so I think the best choice was to use a SingleExpandable of 1000×1000. The main engine of the piece is only 67Kb. Once loaded, the piece reads and processes the data on the fly to determine the user interaction. At the beginning, I thought to use the new capabilities of Adobe Cyrrus to cross data between flash players, but Cyrrus is still in its beta version and there was concern that it wouldn’t support all the requests. So we asked Mediamind to inform us about the number of ads served. It is also important to keep in mind the MediaMind MouseTracker component, which can communicate the position of the mouse to the piece in real time.

How did you come up with the creative idea?
Given that the Golf GTI Experiment is an innovative project, we thought we had to create something spectacular yet consistent with the expectations of the project. After a few weeks of working on the microsite, we came up with this idea pretty quickly. It is just an analysis of the user’s attention over a webpage. Volkswagen thought it was a good idea, so we put ourselves to work! The piece works as a huge Bitmap that is updated every frame, redrawing the data in terms of interaction over time and position.


What feedback/results have you received?
It is too early to evaluate results since the campaign is still active, but everyone has been really impressed with the look of having hot areas over the screen indicating the most interesting areas for the users.


What is your idea about the perfect working day?
My perfect working day starts with: “Today you can do whatever you want…” Then my mind opens up and I start to investigate the latest technologies and how to apply them in a creative way to create a “never seen before user experience.” Then I like to share with the creative teams what it’s possible to do with a few lines of code.


When does your muse visit you?
Fortunately, my muse is working in the same agency, so she visits me often. Also I work with really good creative teams which helps keep the muse always close by.


What is your favourite brand experience?
I remember fondly the Audi website – Vorsprung duch Technik (2008) because it was sophisticated, simple and neat. I also remember especially, Vodafone Future Vision (2004) , perhaps marked the turning point in the narrative through web video experiences.

MediaMind recently released 5 new MediaMind Blocks.  As we always do when releasing Blocks, we try to keep a healthy mix of advanced vs. simple blocks and features vs. formats blocks.  So, please welcome the newcomers and take them out for a spin (that’s the beauty of code-ready!):


 Slider


Award-winning format block features an overlay unit at the bottom of the page that enables a user to slide the entire page to the side, unveiling a large ad canvas.  This is an IAB rising star winner developed by MediaMind.


 


 Skype Interact


The Skype Interact application block places Skype interaction within your ad, so users can initiate a call, launch chat dialog and change their status


 


 Viral Video Booster


The Viral Video Booster enables a background dimmer on expansion and social features to facilitate sharing.


 


 Save Ad to Favorites


This block enables users to save ads to their browser favorites. Ideal for coupons and direct-response promotions


 


Send Ad by Email Block


Embeds email functionality in your ad, so that users can instantly email the ad to friends, family and colleagues and expand ad reach on a viral scale


 



 Got Ideas for new blocks?  Comments? Questions?  Please don’t hesitate to email us at: BlocksFeedback@mediamind.com



Boaz Ram | Product Planning Senior Manager, Rich Media

	Green Lantern with Zappar Mobile App Advertiser: Warner Bros Media Agency: Phd Creative Agency: Substance Format: Homepage Takeover Feature: Interactive Video, Gallery, Zappar App Vertical: Entertainment Country: UK View demo To introduce the Green Lantern to users who may be unfamiliar with the character, we created a micro-site within the MSN takeover; granting users access to content that lets them explore and learn about the movie’s characters. Most importantly, we wanted this takeover, the key online activity for the campaign, to be on a grand scale. When the user interacted, we filled their entire screen with the cool Green Lantern artwork. MediaMind were intrinsic in the implementation of this takeover. Once the creative direction was signed off by Warner Bros. and each unit had been built, MediaMind helped us through the QA process and were instrumental in ensuring that the takeover elements fit perfectly together on the MSN web page. Neil Johnson – Project Manager, Substance

		Try the new Dynamic QR Code Generator Block. Include dynamic QR codes in every online ad you create this travel season, AND take a vacation from coding hassles.With this great new Block, dynamic QR codes are generated instantly based on user interaction with your ad. So, when users request a coupon (free airport parking), directions (nearest waterpark), meCard (call to book your cruise now) or other option – the right QR code is automatically generated. Then, the user simply scans the code off the screen and tada! Coupon is issued. Directions appear. Phone call is dialed… get the picture? Learn more

True Blood Season 4 Homepage Takeover Advertiser: HBO Media: Phd Creative: Avatar Labs Format: Homepage Takeover Features: Interactive Video, Custom Background Skinner, Twitter Block Implementation Vertical: Entertainment Country: US View demo Choose your true color – red, black or white to switch the ad content, which also includes a trailer and full page takeover that can’t be missed.   Skoda Yeti Homepage Takeover with Waterfall Advertiser: Skoda Media: Mediacom Creative: Contrapunto BBDO Format: Homepage Takeover Feature: Interactive Video Vertical: Automotive Country: Spain  View demo The new Skoda takes over the El Mundo homepage with a 3D waterfall crashing over the top of the page. Nissan Micra with Google Maps Advertiser: Nissan Media: OMD Creative: Duke Format: Polite Banner Feature: Maps in Banner Vertical: Automotive Country: France View demo Great example of the power of integrating Google Maps to drive conversions in the auto vertical. Type in a city and the nearest dealers are then displayed on the map.. Click on “reservez un essai” to book a test drive and the user is instantly redirected to a test drive request form with the relevant dealership filled in.   Nike The Chosen Levitator Advertiser: Nike Media: Mindshare Creative: H-Art Adv IT Format: Homepage Takeover Feature: Levitator Vertical: Retail/Apparel Country: Italy  View demo The centerpiece of Nike’s new ‘The Chosen’ campaign is a film shown in the Levitator format featuring skating legend Paul Rodriguez (P-Rod), Olympic snowboarder Danny Kass, surf prodigies Julian Wilson and Laura Enever. The film was shot all over the world at night and features lighting and pyrotechnics reminiscent of a live rock concert. Microsoft Windows Azure Homepage Takeover Advertiser: Microsoft Media: Initiative Universal Media Creative: Wunderman Format: Homepage Takeover Features: Interactive Video and Game Vertical: Tech/Internet Country: Denmark   View demo Start thinking like Windows Azure. Your job is to feed the fish. Click on the highlighted code to choose the correct functions. Win also a trip to E3 in LA including flight, hotel, and entrance to E3 2012. Good luck!   Wi-Tribe Together Sidekick Advertiser: Wi-Tribe Media: eTechsol Creative: eTechsol Format: Expandable Banner Feature: Sidekick Vertical: Telecom Country: Pakistan  View demo The new wi-tribe campaign to “create your own world”, promises a deeper more profound consumer relationship by providing a more exciting and brand new experiences from Pakistan’s No.1 broadband company. The Sidekick Format opens with a rollover to reveal original graphics that express the company’s vision

Click here to download the full version of The Feed.

The IAB rising stars initiative has been getting a lot of traction lately after the IAB’s Peter Minium presented the different formats during Internet week 2 weeks ago and many publishers are now working to support them.


At MediaMind, we have been involved in the IAB initiative from the beginning including production of a winning format – the Slider (together with Unicast; the format was created by Genex). Since then, we have been working on supporting these formats on a couple of fronts:


First, we have certified the Filmstrip format with MSN.  Currently, together with Unicast (again), we are the only 3^rd parties certified with MSN.





Second, we will release 2 new blocks on July 11^th – one for the Slider and one for the Billboard.  This will make it easier for creative designers to build these new formats according to IAB specs.  We will be rolling out blocks for the remaining stars gradually until all formats are “blocked” and ready for use.


With these 2 approaches – certifying with publishers and offering a production solution (blocks), we aim to make the implementation of an IAB rising star format as easy as running a regular polite banner.



Boaz Ram | Senior Manager, Product Planning, Rich Media

Meet Fran Perez, Creative Director at the Internet Sales Company in Spain who spoke with the Creative Zone about the recent breakthrough campaign they created for Endesa using MediaMind’s 3DCube Format.

What is your favorite brand experience?

I enjoy a lot with Nike. Sometimes they don’t have anything to say but they do it so well. I think it’s important to do your work with passion, and Nike gives that feeling. Vueling is another brand that interests me so much, as it has done some curious things on social networks. I also really like the communication of the Fiat brand because they have managed to rejuvenate very well.


What was the brief for the Endesa campaign?

The brief was 360, and for online, we requested shocking and novel formats. We proposed several formats depending on several messages we wanted to transmit, and in this case, we had the 3 TV spots from the campaign to use in the interactive display ad. In the ad, a 3D Cube floats over the publisher page inviting the user to listen to videos of customers being advised on how to save on gas expenses based on their consumption.


How was this particular format chosen?

The 3D cube perfectly satisfied our goal: we needed something to shock the user and to show more than one message at the same time. In fact, it condenses the whole campaign within a single banner. In addition, it allows the user to decide which part of the message to view. It was perfect.

What is your idea about the perfect working day?My perfect work day is always today.


When does your muse visit you?

Working. They say that if inspiration can come at any moment, it’s better you get caught working. With the hours you work in an agency, it’s easy to get inspired when you’re at work. Other times while you are drinking beers with your friends.. or sleeping..or maybe taking a shower.


How did you start working in digital advertising?

When I finished my studies, my dream was to work as a Creative designer, and then I was offered a position as a digital design trainee. But then I was not sure what it meant. Now I’m really happy, I love this work.