Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: MEDIA MARKT
Product/Service: HOME APPLIANCE
Agency: DDB STOCKHOLM
Creative Director: Magnus Jakobsson (DDB Stockholm)
Creative Director: Fredrik Simonsson (DDB Stockholm)
Copywriter: Daniel Vaccino (DDB Stockholm)
Art Director: Emmeli Österdahl (DDB Stockholm)
Web Producer: Linda Eriksson (DDB Stockholm)
Web Director: Johan Lilja (DDB Stockholm)
Web Design: Susanna Averpil (DDB Stockholm)
Account Manager: Cattis Håkansson (DDB Stockholm)
Media placement: Internet Banners - Svd.se - 111215
Describe the brief/objective of the direct campaign.
During the Christmas holiday all large retailers in electronics battle it out on the web; aiming to grab people's attention with similarly low prizes on similar products with similarly large budgets. In general, people couldn’t care less about these banners. Even our own statistics are poor at best. The strategy was to use the basic rules for how a banner works and turn it into a challenge, to ensure that this banner would not be ignored.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Honestly, how often do you want to click on a banner? In order to break through the massive commercial coverage during Christmas and gain an edge over our competitors, we created a banner that in its simplest form only asked you to do one thing. To click on it. We took the basic banner-media's most basic function and turned it into an incentive directly in the banner. In short; we encouraged people to click on the banner as many times as possible.
If you clicked the most times during 48 hours, you won a computer worth 8,000 SEK.
Explain why the creative execution was relevant to the product or service.
Media Markt is a loud, in-your-face brand. They take pride in being extremely cheap and they state this fact as often as possible. If there is a splash; it’s big. If there is a voice-over; it’s loud. If there is a graphic element; it’s big. Media Markt's advertising generally screams 'Hey look at this prize!'. Here, we added an incentive and turned the call-to-action into a creative idea, and a personal invitation to a competition. The direct-response was the actual mechanism for the banner. In short: click on this banner as many times as possible.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The purpose of the banner was to generate lots of clicks and buzz for the selected offer, a computer for 8,000 that was one of the main campaign products during Christmas. The banner was live for 48 hours and generated 15m unique clicks. Over 1,000 people clicked it. The winner clicked it 710,620 times.