The Challenge
Adrenalin Media has been partnering with Movie Network Channels in delivering interactive and engaging rich media units for a series of integrated campaigns. The objective was two-fold, firstly to build brand awareness for Movie Network Channels and secondly, to increase conversions and call-centre enquiries for new and existing customers.
The Strategy
The creative executions ranged from simple Flash to expanding video banners, all the way through to roadblocks and site re-skins. Two sets of executions were produced, with the first aimed at increasing acquisitions and the second to encourage package upgrades within existing subscribers. The theme of the executions tied in closely to the movies offered by Movie Network Channels. This helped in not only engaging users, but also familiarising them with the exciting content offered by Movie Network Channels. These campaigns were also supported by the creation of various FOXTEL Landing Pages as well as EDM’s.
The Results
The creative units for the campaigns outperformed the traditional static flash units and key metrics including interaction rates, expansions and video completions were all indicative of a successful campaign.
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