GSK - ColdrexOnline campaign

2

The Campaign objectives

The challenge-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 wellObjective: Raise Coldrex awareness in the cold weather

Where do we find people when they catch a flu?

•They stay at home, probably watching TV, surfing the internet, leisure activities which don’t imply going out in the cold

TV spot

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.

4

Approach

The result was a campaign which was:– very much in line with the current TVC– contextual – the message is relevant to what the internet user is looking for – interactive –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.

5

Execution

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

7

Results | Click rate for standard/intelligent

• The highest click rate for standard banner was reached by 220.ro, with 1,99%

• The highest CTR for intelligent banners was 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

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