1. Professor Layton and Pandora's Box, FR (
http://tinyurl.com/cz-professor-layton)
Agency: Isobar
Creative: SuperGazol
Format: Sync banner with game
Vertical: Gaming
Professor Layton and his hotheaded young apprentice Luke get involved in another mystery. As in the professor's previous adventure, solving the case involves mastering hundreds of brainteasers, which you discover by prodding with the DS stylus. In this creative by SuperGazol, the user is challenged to solve three riddles in the banner:
1. Find the hat in the grid by moving the stylus
2. Find the right key and insert it in the lock
3. Move the pancakes to build a pile on the right plate (from the largest to the smallest).
Have fun!
2. Lancôme, FR (
http://tinyurl.com/cz-lancome)
Agency: Zed Digital
Creative: Digitas
Format: Expandable Banner
Interactive Feature: Interactive Video
Vertical: CPG
Lancôme have created a very sensual campaign for their new fragrance -- Hypnose Senses. The user can take up to six 'snapshots' of the model moving in the banner and then save the moments captured as their wallpaper.
3. Dacia, TR (
http://tinyurl.com/cz-dacia)
Agency: OMD
Creative: OMD
Format: Skin
Vertical: Auto
Dacia developed a photography contest on a microsite,
http://www.busanderosenin.com/ ('this Sandero is yours'), where users took pictures of their hometowns in Turkey, then uploaded the photographs and pinned them on a google map. The winner of the contest, chosen via an online vote, received a Dacia Sandero 1.4 Amibance. The objective of the banner ad was to drive users to the microsite by enabling them to move the page skin with their mouse and select a desired snapshot of a famous historical site. After clicking on a selected area, it pins the frame on a google map and then the grand prize appears. The goal was for the user to understand all of the aspects of the microsite while engaging with the banner.
4. HBO, U.S. (
http://tinyurl.com/cz-hbo-boxing)
Agency: The Gary Group
Creative: The Gary Group
Format: Expandable Banner
Interactive Feature: Data Capture
Vertical: Entertainment
This expandable banner includes a video player with three clips that the user can browse, highlighting the backgrounds of the boxers. It also has a listing of pay-per-view providers who are broadcasting the event, and a sign-up for a lottery to win a signed glove. All of the information in the banner, including the video player, sways gently in response to the user's mouse being moved.
5. NHS, U.K. (
http://tinyurl.com/cz-nhs-anti-smoking)
Agency: i-Level
Creative: Agency Republic
Format: Polite Banner
Interactive Feature: Behavioral Sequencing
Vertical: Health
NHS sponsored this cross-channel campaign run on TV, cinema, radio, press, outdoor and online media. The strategy was to highlight the concerns of children affected by smoking by surrounding specific audience groups with online video messages over a 48-hour period.
Should the viewer resist the child's initial plea to interact with the ad, they were shown another execution on a subsequent webpage visit using behavioral sequencing. The strength of the plea increased until the viewer clicked and played the message in full. Once the viewer interacted with the ad, they were no longer served any of the creative and a new prospect was targeted instead.
Dana Miller is digital communications specialist at Eyeblaster.
