Fairfax Digital: LAZY AD

Credits & Description:

Category: Best Use of Online Advertising

Advertiser: FAIRFAX DIGITAL

Product/Service: DIGITAL CONTENT NETWORK

Agency: MERCERBELL

Date of First Appearance: Aug 8 2010

Entrant Company: MERCERBELL, Sydney, AUSTRALIA

Entry URL: http://202.4.230.135/submission/page

Senior Art Director: Paul Critchley (MercerBell)

Head of Copy: Simon Gaffney (MercerBell)

Account Director: Iain Griffin (MercerBell)

Creative Director: David Bell (MercerBell)

Account Manager: Jess Rix (MercerBell)

Senior Digital Producer: Lucy Proffit (MercerBell)

Digital Studio Manager: Scott Forrester (MercerBell)

General Manager: Julie Dormand (MercerBell)

Copywriter: Yu Ling Ong (MercerBell)

Media placement: TVC - Media-I Network - 08.08.10

Media placement: Digital Banners - Mumbrella.com.au And Bandt.com.au - 08.08.10

Media placement: Expandable Banners - Mumbrella.com.au - 12.09.10

Media placement: Campaign Website - fairfaxmediagames.com.au - 31.01.11



Insights, Strategy & the Idea

Fairfax Digital Network is the home to Australia’s most engaged AB audience and they can highly target these through their suite of products and innovative solutions to produce industry leading campaigns. In today's market, engaged audience is the big differentiator.



Our main target market is savvy young online media professionals. Humour works with them but they also want to get results and look good in front of their clients.



Fairfax Digital wanted to take the market head on showing that they really are the lead thinkers and innovators in this space.



Creative Execution



We created the Lazy Ad Guy - a metaphor for all the underperforming ads in the market – who lived in a banner, turning the medium into the focus of the idea. As his personality developed, so his media presence increased – always using media-focus media to create impact.



The plan was to execute the messaging across channels that will have a strong presence within our target market - banners, Media i, Industry Press, in a Christmas e-Card, as a MediaWeek cover, “inspiring” the Media Games event – you name it, he’s been all over it.



Results and Effectiveness

Online banner ads achieved a combined average of 7.3% CTR, the Christmas card eDM and video hit a 47% open rate and a 31% CTR and the Fairfax Digital product sales site increased in UVs by 30% during the campaign period.



The Media Games event achieved an increase of 60% attendance on the previous year’s event.



Before the campaign, sales targets weren't being met. But thanks to high engagement in the campaign, the sales force is now reaching over 104% of their targets.



We have now established Fairfax as the top of mind brand when it comes to innovation.