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
Hi Justin!
ReplyDeleteI don't normally take my time to check out interactive ads, only if they really catch my attention. This is one of them that did,I think it was very interesting even though its not targeting me since I'm a female. I wanted to see how male minds think and I pretended to think like a male and followed the instructions and tried out the ad.However I do agree with you, it successfully targets its market.