Digitalmark's Ian Drummond says the objective of the campaign was to position MTN broadband as the fastest internet in the country in the face of challenges from the newly launched Cell C Swoosh 4G, as well as keep MTN Broadband top of mind.
Digitalmark created a page takeover on client msn's homepage for MTN, effectively giving them 100% share of voice on the site, but recommended great rich media creative to make it as effective as possible.
"A page takeover means the client owns all the advertising positions within the page including the leaderboard and MPU. When you clicked on the ad position, they applied a creative effect called Glider on the back end of the MPU - it pushes the site to the side of the screen and demonstrates the elements built into the creative, which in this case was a video and a use-friendly info panel."
The result was a substantially higher CTR: The market average click through rate is 0.30 and the campaign received 0.47.
"In this industry, to use great rich media such as the MTN campaign you have to justify the spend invested in the creative and you have deliver great performance results. In this case they have outdone themselves and the client was very happy and plans to invest more money in creative this year."
