RTÉ Media Sales – Digital, in collaboration with AIB and Starcom has rolled out a new digital video format, the ‘Ad Selector’ on the RTÉ Player, for the ‘AIB GAA Senior Football Championship – Sponsorship’ campaign.
Commenting on the campaign objectives and concept, Louise McCabe, client manager, Starcom Ireland, said, “In order to disrupt an already busy category of sponsorship, our goal was to deliver a high impact format to drive awareness of AIB’s sponsorship of the 2015 GAA Senior Football Championship.
Working closely with the RTÉ Media Sales – Digital team, we developed a custom built ‘VPAID Ad Selector’ format which was solely created using the TVC. The first piece of copy featured Dublin’s Paul Flynn and the second version featured James O’Donoghue from the Kerry team. The campaign creative assets were supplied by AIB’s creative agency, Rothco.
Running in sync with the TV campaign, the interactive format provided an outlet for viewers to interact with the AIB brand allowing them to decide to view either video – or indeed view both if desired”.
According to David Fogarty, Commercial Coordinator, RTÉ Media Sales – Digital, the Ad Selector allows the user to control their entire ad experience during video playback by choosing the ad they want to see. The user is presented with 2 video options. Once a selection has been made, the user will be presented with the video or category of their choice. A first of its kind on RTÉ Player, the idea hinged on the age-old Kerry / Dublin rivalry. The user has the option to switch to the other video at any time”.
“We were delighted to work with the team in RTÉ’s digital division to develop a new, innovative and disruptive format as part of AIB’s campaign to promote the GAA sponsorship. Engagement rates have been very strong to date indicating a deeper brand connection with the viewer. As a result, the format gave users a more rich and immersive experience with the AIB brand. We look forward to seeing the final results of the campaign in September”, added Louise McCabe, Client Manager, Starcom Ireland.
View the campaign in the RTÉ Media Sales – Digital creative gallery: