2. The Campaign objectives
T h e c h a lle n g e
-Build an online campaign in line with the TV concept communication, but using
internet advantages
-Usage of internet for better measuring the response CTR above the market
average
–Not having a Coldrex website, asked for a solution to bring people to a landing
page as well
O b j e c t i v e : Raise Coldrex awareness in the cold weather
W h e r e d o w e f in d p e o p le
w h e n t h e y c a t c h a f lu ?
•They stay at home, probably watching TV,
surfing the internet, leisure activities which
don’t imply going out in the cold
TV spot
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3. Approach
• The campaign is a very contextual and targeted, made of banners, built
according to the creative message “Don’t let cold & flu ruin your special
moments”
• We identified the special moments and we found the websites offering
solutions to benefit from those special moments
• Due to the seasonality of the product and the campaign timing, we tried to
identify the leisure activities / going out opportunities that are in fact the
special moments of the season, which can be shadowed by feeling sick:
– going out on Friday or Saturday evening, movies, concerts, bars and restaurants,
theater, football games, Halloween Party, Christmas Party etc.
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4. Approach
The result was a campaign which was:
– very much i n l i n e with the current TVC
– c o n t e x t u a l – the message is relevant to what the internet user is looking for
– i n t e r a c t i v e –it invites the user to play with it, which makes the message
more memorable; at the same time, the required engagement is minimal, only
one mouse over
The concept’s title is “I’d like that
too...” and builds upon the idea, that
cold stops us from doing things we
want to do.
The landing page of the campaign
was the Coldrex advertorial, placed
on each website the campaign was
on.
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6. Reach and unique interactions in bamner
The most users (~80%) exposed to the message have responded one way or another:
either mouse over, click.
Data provided by Gemius adserver, March 2012 6
7. Results | Click rate for standard/intelligent
• The highest click rate for standard banner was • The highest CTR for intelligent banners was
reached by 220.ro, with 1,99% registered by ziare.com, of 2,53%
The average for the market is 0,1% and for Starcom 0,25% the campaign CTR is high above them, showing that
the interaction in the banner made the user curious to read more about the product.
Data provided by Gemius adserver, March 2012 7
8. Results | summary
The intelligent banners registered a higher CTR, but close to the standard one.
The standard ones also registered very good results because of their appropriate targeting.
Data provided by Gemius adserver, March 2012 8
