RTÉ Media Sales – Digital, in collaboration with RMG Dublin and Starcom, has unveiled a new HTML5 Rich Media Homepage Takeover on RTÉ.ie for the National Lottery.
Built by creative agency RMG, this rich media ad format immersed the user in one of their ‘dream’ scenarios. The scene selected featured characters from the TVC, keeping consistency across all media. The CTA launched a full screen float with in-page video and linked the user to the new game explanation page. RTÉ’s digital division assisted in a consulting capacity with the tech build.
According to Louise Joyce, account manager at RMG, “To mark the launch of the National Lottery’s ‘Bigger Better Lotto’, RMG set out to design and build an RTÉ homepage takeover that was both bigger and better too. We brought the campaign to life in this media first, using a combination of HTML5 Animated Skin, Standard MPU and Overlay formats, and we were delighted with the end result. All of these elements worked perfectly together to create a highly immersive and engaging takeover experience for consumers, which was ideal to dramatize the launch of the Bigger Better Lotto while at the same time boosting brand awareness”.
Commenting on the campaign build Regina Geraghty, Ad Operations, RTÉ Media Sales – Digital, said “It was extremely exciting to work in conjunction with RMG to deliver what was RTÉ.ie’s first ever HTML5 Rich Media Takeover,” says Regina Geraghty of RTÉ Media Sales -Digital.
“This rich media format represents a powerful creative opportunity which provides not only a higher level of brand impact but also enhances the users web experience with the brand. The National Lottery really embraced the benefits of rich media in recent times. I suppose similar to playing the Lotto, if you’re not in you can’t win, and the National Lottery are certainly IN when it comes to innovation in digital advertising.”
Tim Kay, senior digital client manager, Starcom adds, “The National Lottery is always challenging us to come up with exciting and impactful media ideas and on this occasion, with the launch of Bigger Better Lotto, it was no different. With RMG and creative support from the RTÉ team we were able to bring a great media idea to life and deliver fantastic, interactive and original creative. Not only did this drive the brand awareness across a trusted channel, we also saw strong performance with a CTR of over 0.35%. The National Lottery definitely know how to make things Bigger and Better!”