Sea World Attitude Test

http://creativezone.mediamind.com/#ItemName=San%20Diego%20Sea%20World%20Poll

Campaign: San Diego Sea World Spring 2011
Creative Agency: Illusion Factory
Media Agency: Mering Carson
Advertiser: San Diego CVB
Ad Format: Expandable Banner
Interactive Features: Interactive Game
Vertical: Travel
Country: USA


This is a great ad because it insist that people visit Sea world because it will make them happy. By creating this survey they can get a slight idea of the users personality and relate those traits to the benefits Sea World has to offer. Users will find this Ad entertaining and will more likely share it with their friends to see what there outcome is. The call to action leads you to the Sea World website where you can find out more information about the park and order your tickets online.


In all, this campaign is a good concept although when I was doing it myself I thought the questions were little confusing and could have been more descriptive as to what the pictures mean. If people find the Ad confusing they will simply close it, which is something you always want to avoid when creating a web ad because you will not reach the full potential of your campaign. 


My Rating 3/5

Uncharted 3 Interactive Game

Creative Zone Served by MediaMind - Uncharted 3 Interactive Game


Campaign: Uncharted 3
Creative Agency: Host AU
Advertiser: Sony
Ad Format: Home Page Takeover
Interactive Features: Interactive Game
Vertical: Entertainment
Country: Australia


 Uncharted 3 has a strong presence on the web with this campaign which has been achieved through a page take over. By using this technique they make the Ad a main point of interest on the website encouraging users to interact with the Ad to save Drake. By allowing the user to play the game in the ad they are able create a lot of interest in their consumers while and at the same time giving them a sense of the game before they buy it. This also leaves a good impression in the consumers mind because the Ad is innovating, fun and impressionable. They will likely remember the Ad and further encourage them to pick up the game.


This Ad will be successful because it engages the consumer and creates hype for the game. Not only is it fun but a good was to demonstrate the games story line, game play, and high quality graphics. As an added benefit, they can also view the full trailer which would give them an even stronger understanding of the game and weasel out the people who are still unsure if they would like the game.


My Rating 5/5

Specsavers Home Page Takeover

http://www.mediamind.com/creative_zone/Specsavers/index.html

Campaign: Specsavers 2011

Creative Agency: Specsavers

Advertiser: Specsavers

Ad Format: Home Page Takeover

Vertical: Apparel/ Retail

Country: UK

Awards: Nominee, MediaMind Rich Media Awards 2011

This big box and leaderboard sync Ad does a great job of drawing attention to the message. When you first upload the page the Ad takes over the background of the website and the ad shakes making it impossible to overlook the message. The Ad also fits in well with their TV commercial witch is used in the Ad when you expand the big box. This creates continuity with the campaign and utilizes a creative strategy that consumers already respect and appreciate.

The reason this Ad is so effective is because they offer a lot of information such as details about the offer as well as pictures and information about the different frames they have in stock. They include links to the website as well as a button to find a store. This is important because it encouraging people to visit the company website and come into the store to capitalize on the special offer which will help the Specsavers achieve their goal to increase sales. In order to create more awareness of this sale they allow the Ad to be shared on Facebook, Twitter and Youtube. 

My Rating 4.5/5

The Smurf's Expandable Banner

http://www.mediamind.com/creative_zone/The_Smurfs_Movie/index.html

Campaign: The Smurfs Movie

Creative Agency: Monster interactive MY

Advertiser: Sony Pictures

Ad Format: Expandable Banner

Interactive Features: Mouse Tracker

Vertical: Entertainment

Country: Malaysia

When advertising a movie release its important to carefully target the same audience that the movie will appeal to and to create enough interest to drive people into the theaters. This Ad effectively targets a youthful audience by placing the banners in MSN instant messenger. People of this age group use this means of communication on a daily basis to connect with their family and friends. This is a good strategy because if they do want to see the movie they can message people in their contacts to see if they want to go see it too.

When the Ad expands they provide all the information that someone might want to know if they were going to attend the movie. Also, the way it is presented is clear and easy to access for the younger users who may be be as comfortable with computers just yet. The only bad thing i can say about this Ad is that it doesn't have any call to action. They could of given the option to like the movie on Facebook, order tickets online, or even redirect the viewer to a website.

My Rating 2.5/3

Rexona All Blacks

Campaign: Rexona All Blacks
Creative Agency: Future Buro AU
Advertiser: Unilever
Ad Format: Polite Banner
Interactive Features: Upload/ Download
Vertical: Health/ Beauty
Country: New Zealand

Rexona creates a lot of buzz in New Zealand with this interactive campaign which allows All Black  Rugby fans to upload and download videos that will later be played back in another Ad. Reaching over one million New Zealanders it proves that this is a strategic method to raise awareness about a product. By sponsoring an event that appeals greatly to their target audience, males 18 - 45, they are given the opportunity to create strong personal relationships with consumers. The idea behind this Ad is that people in New Zealand love the All Blacks. If they can associate the team with the product and create enough awareness these consumers will love the brand and feel obligated to buy the deodorant because the team uses it to.

Today, people enjoy uploading and sharing videos on the internet. That's why this campaign was so successful, because people started uploading their videos then telling their friends to check them out and then their friends uploaded their own videos and the effect continued. They created a fun experience by allowing the consumer to be creative and showcase in their own personal Ads. This is important because it encourages positive word of mouth and continued use through out the campaign equaling to higher levels of frequency, also important when creating awareness.

My Rating 5/5

Volkswagen Golf R Reflex test

 

http://creativezone.mediamind.com/#ItemName=Volkswagen%20Golf%20R%20Reflex%20Test%20Game

Campaign: Windows 7XP Samsung

Creative Agency: Ogilvy Cape Town ZA

Media Agency: Aqua Online ZA

Advertiser: Volkswagen

Ad Format: Expandable Banner

Interactive Features: Interactive Game

Vertical: Auto

Country: South Africa

 This is an example of a bad interactive Ad because the game is irrelevant to the product. In this Ad Volkswagen is promoting their new Golf R which actually has a lot of great features. Although they never tell us any of these features in the actual Ad. When people are serious about buying a car they want to ensure they make the best choice possible to avoid regrets. This involves extensive research and evaluation of all possible options. Keeping that in mind, people aren't going to buy the car because they had a cool game where someone was able to win a great prize. They are going to buy it because its been confirmed that this particular product can offer you more benafits than our competitors product. 

 I think this campaign could use a little tweaking for it to reach its full potential. For instance, if they had a longer introduction video that talked more about the Golf 9 features it would appeal more to someone who is looking to buy a new car. Whereas, in this Ad the main focus is on competing to win the Grand Prize. Contests are great but can create a lot of bad experiences based on the person and their life experiences. Its typical for someone to say they never win anything causing a lot of people to not even try.

My Rating 2/5

Microsoft Windows 7 XP - Interactive Video

http://creativezone.mediamind.com/#ItemName=Windows%207%20XP%20Interactive%20Video

Campaign: Windows 7XP Samsung

Creative Agency: Crispin Porter & Bogusky

Advertiser: Samsung

Ad Format: Expandable Banner

Interactive Features: Interactive Video

Vertical: Tech/ Internet

Country: US

This Ad is effective because it successfully grabs your attention when you load the page and educates those who interact with it. The women who pops out behind the Ad creates interest because when you first read it you assume its a standard Ad. Not only does this grab attention but it creates a good opportunity for them to promote the new Samsung Series 9. By ending this portion of the Ad with a click to expand button they continue to create interest because your left wanting to know the details about the Samsung 9 and what the Ad will expand into. By including this button they effectively target consumers who are looking to upgrade their old PC.

  When the Ad expands into the tiny PC store it creates a bit of a humorous affect and encourages the user to interact by clicking on the various products in stock. This portion of the Ad is essential because it delivers a lot of information about the products as well as a shop now button encouraging people to buy. I think this was a good strategy, with computers being a high involvement buying process these people wan to know the straight facts about the product and they want to be able to order it online. Thus creating an entertaining experience that is impressionable, engages the consumer and conveys brand personality.

My Rating 4/5

The Irish Spring Charminator

Creative Zone Served by MediaMind - Irish Spring Charminator

Campaign: Irish Spring Charminator

Creative Agency: Y&R Toronto

Ad Format: Expandable Banner

Interactive Features: Interactive Game

Vertical: CPG

Country: Canada

Awards: MediaMind Rich Media Nominee

This is a great idea for a leader board Ad. It asks the question "Think your charming?" drawing attention when the page first uploads. When you roll over the Ad the Irish spring character Patrick explains the game and what you win, in this case a kiss from Caitlin. It works by typing in what you want to say to her and based on her reaction the meter rates your game as either dirty, cheesy or charming. After playing the three different scenarios Patrick gives you a charm rating and says "the only thing your missing is Irish Spring Intensify Body Wash" reminding the user of the product and relating it to their game rating.

This Ad is effective because their male ego prompts the user to test their game, its fun and they either prove or improve there charming skills. The Ad does a great job of displaying the product and relating it to the outcomes of each scenario. The main message is that if you use Irish Spring Intensity, even if your game is weak your already half way there because you will smell good. By using a beautiful model, the user is theft with a positive attitude that he has the charm to get the girl. This is a great tactic because they leverage off of it and convert it into a positive attitude towards the brand. 

In all, i believe this is a good idea because it resonates well with their target audience, young males. They find the game fun and way to improve their game by putting it to the test. Although, I noticed that once the scenarios are finished and you receive your rating it doesn't give you the option to share your rating on Facebook. I think their missing out on a huge opportunity to promote the campaign through the use of social media which could result in more traffic to the site and a substantial increase in sales and awareness.

My Rating 3.5/5

Allstate Mayhem Interactive Panel

Creative Zone Served by MediaMind - Allstate Mayhem Interactive Panel

Campaign: Allstate Mayhem
Creative Agency: Leo Burnett
Advertiser: Allstate
Ad Format: Polite Banner
Interactive Features: Interactive Video
Vertical: Finance
Country: USA

My last post addressed how to successfully incorporate an interactive game into an online advertising campaign. Well, when it comes to the web there are multiple ways to reach and resonate with your consumers. This Allstate banner Ad is a prime example of how to attract attention and hold it for a long period of time with the use of videos.

This interactive panel consists of 9 squares of multiple videos that interact with each other when the user clicks on them. When the page first opens the ad takes over the top of the page and an auto video scenario begins prompting the user to click one of the 9 video windows, join one of the social groups or to receive an Allstate quote.

Since the launch of this campaign Allstate has created a lot of resonance with their TV commercials and their man behind the mayhem, Dean Winters. With the lack of creativity lately in advertising they have had no problem standing out with these humorous Ads. This makes the web banner a great addition to the campaign. It creates interest initially because you see Dean Winters face in all the boxes and you wonder what they are all going to say. Once they start clicking, each box asks you to click it again to continue the speech. This holds the user in for a good five maybe even ten minutes clicking each box and laughing at the humorous dialog.

Offering them a quote completes the purchase process because after seeing the Ads on TV so many times they are now on their computers and reminded to see how much it would cost them to switch to Allstate. Where as before they may have been planning on getting a quote but simply forgot too when they finally logged into their computers. In all, I really like this campaign and find there ads hilarious and this banner is a nice additions that is fun funny and I’m sure successful in reminding people to get a quote.

My Rating: 4/5

Yellow Pages App- Interactive Game

Creative Zone Served by MediaMind - Yellovator in Banner Game Controlled by Smartphone

Campaign: Yellovator

Creative Agency: Clemenger, Millipede
Advertiser: Yellow Pages
Ad Format: Polite Banner
Interactive Features: Interactive Game
Vertical: Services
Country: Australia
Awards: Nominee, MediaMind Rich Media Awards 2011

This is an example of a great interactive Ad on the web. This interactive game was created to showcase how the Yellow Pages are now on iPhone and Android smartphones. The game allows the player to use his or her smartphone as the controller, while the Ad becomes the level you must complete. The gamer must attempt to drop a smartphone from a building, bouncing it off of different obstacles to reach the person on the street. This game is relevant because the people on the street are in need of the contact information that the Yellow Pages App can provide. For example, mechanics, physiotherapy, dog groomers, dance classes, pest control etc.

Once the game is over it asks you to play again or download the App. This is an effective way to encourage people to download the App because they are already using their phones as the controller for the game, making it more accessible. Using a problem solution tactic in the game affectively demonstrates the mobility and multiple uses for the App. Using an interactive game creates a fun experience for their consumers, in turn creating strong personal relationships. The idea is original, which will generate interest and buzz about the campaign as well as positive attitudes towards the brand.

In all, I believe this Ad was very well thought out and is affective in accomplishing the goals set in place. It creates awareness about the new App and encourages use in a fun and innovative way. No wonder it has been nominated for the 2011 Media Minds Rich Media Awards.

My Rating 5/5