Graphics Reference
In-Depth Information
Results
Inside Advertising
The new process of dynamic updates increased efficiency by
30% compared with the XML solution with Atlas.
Time is money and
multiple ad variations used
to take hours to produce.
With Smart Versioning, it
now takes minutes, which
means Suzuki can reach
its customers with even
fresher, more relevant
content than before.
-
With Smart Versioning, weekly updates were made in minutes
as compared to hours.
More than 75 changes were made to a single piece of creative
throughout the 2009 Suzuki race season.
Case Study: 2
3 Minutes of Dwell Time:
The Power of Online Branding
-
Keyvan Hajiani,
Sr. Account Director
at Questus
Advertiser: L
'
Or
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al
Campaign: L
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Or
é
al Derma Genesis
Media Buy: MSN Homepage Skin with Video, MSN Hotmail
ROS Expandable Showcase with Video
Creative Agency: Compass Interactive
Media Agency: Carat Media Services (M) Sdn Bhd
The Objective
Derma Genesis is a new product line from L
al designed to revi-
talize and illuminate the skin. In order to promote brand aware-
ness, L
'
Or
é
al launched a campaign in the Malaysian market to
promote the range of products.
L
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Or
é
al has a reputation for their forward thinking, and this was
further proven by their first foray into online advertising. Rather than
“
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Or
é
al decided to
pull out all the stops with Derma Genesis and teamed up with
Eyeblaster, MSN, and Carat Media in Malaysia. Free samples, a video
contest, and interactive product information were made available
to connect consumers to the full Derma Genesis product line. See
Figures 14.4 and 14.5 for example images from the L
test the waters
”
with a minimum buy campaign, L
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Or
é
'
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al case study.
Inside Advertising
For this campaign, the
Eyeblaster team were
extremely helpful in
lending us their support to
get the technical
applications of the skin
format right
The Execution
The campaign utilized a premium brand format
the MSN Home-
page skinner. The presence of the brand clearly caught the atten-
tion of MSN Homepage and Windows Live Hotmail visitors, with
L
-
al spokesmodel Penelope Cruz prominently featured on the
home page. Highlights of the campaign included the following:
'
Or
é
. They
provided the creative team
with all the troubleshooting
assistance that was
needed to get the takeover
ready in time.
-
…
An auto-initiated skinner, which branded the user
'
s browser and
created a full L
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Or
é
al environment.
Information on the range of products was cleverly placed to
maintain the look and feel of the brand while targeting the
online audience suitable for L
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Or
é
al Derma Genesis.
Rueben Vijaratnam,
MSN Malaysia
A broadcast of the L
al TV commercial in the banner and an
opportunity for users to gain a free sample using data capture.
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é
