The concept for the digital element of this campaign originated in RTÉ’s digital division, following consultation with MediaVest. The campaign creative assets were supplied by Three’s creative agency, Boys & Girls.
This new ad format includes a number of overlaying elements to ‘takeover’ the RTÉ Player viewing screen, resulting in an immersive experience for the audience, driving a higher level of brand-recall as a result.
“As Ireland’s leading on-demand advertising platform, RTÉ Player was key in our media mix to launch the ‘Perfect Surprise’ campaign. Taking the assets from our TVC, RTÉ delivered a consistent experience across desktop, mobile and tablet – providing us with a unique opportunity to engage with our target audience in an exciting and relevant way,” said Briain Curtin, digital marketing manager, Three Ireland.
This video ad forms part of an overall campaign which included an additional media first for Three on RTE.ie via a cross device rich media homepage takeover, which was nominated for Weborama campaign of the month.
This new ad format adds to the growing creative suite of innovative video ad formats available on RTÉ Player – which includes Ad Control Bar, Extender, Filmstrip, Full Screen and TimeSync.
“Moving forward, we expect video ad formats to take a more central role in advertising campaigns. There will be growth particularly on mobile and tablet through MRAID and VPAID” said David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital.
To view campaign click here: http://digitalmediasales.rte.ie/creative-gallery/three-3/