Client partner: Havas Media Group/Sky Media
Project: The Mobilizer
By the end of this year smartphones will be present in 75 per cent of households. In order to get to grips with advertising on this increasingly important platform, Sky Media and Havas Media Group teamed up with d.fferentology to measure the effectiveness of various ad formats.
In particular the focus was on in-app advertising, as this is where the lion’s share of online time takes place on mobile.
Mobile emerged as a highly effective medium for building brands, and thanks to pioneering research techniques, we could measure audience response more accurately.
This paves the way for more confident uptake of lesser used ad formats, giving media buyers the knowledge they need to proceed in a bold new direction.
The research uncovered some great things about mobile advertising (spontaneous brand awareness increased by 124% after exposure to an expandable banner ad, for example) and now they needed a way to communicate the many benefits of mobile to advertisers.
So, it needed to be persuasive, and creative and in a style flexible enough to span websites, social media and sales collateral.
That’s where the Mobilizer came in. A fun, creative take to catch the attention of a tricky audience. Media buyers have a lot of people vying for their attention, and what better than a blockbuster trailer to catch their eye?
Using iconic silhouetted skylines and soaring statistics in the wake of the batman-inspired superhero design we took a dense block of research, made it fun, and presented it to our audience in less than three minutes.
All this animation was missing was an epic soundtrack and and even more epic voice over, we decided to go with Rob Brown who turned the animation into a blockbuster.