Using Online Advertising for a MGM scheme

This ad intrigued me. Not anything about the creative execution but more the fact that O2 are using online network buys to advertise a specific offer to their existing customers.

Clearly, as I am not an O2 customer I do not remeber ordering any additional O2 PAYG Sim cards!



Ultimately, my first impression was that this must not be the best way to communicate with your existing audience and there will be considerable wastage. My next thought was there can't be any real targetting on IP or behaviour as I've seen it 3 times and I'm not a customer.

So I am left feeling a little bit bemused but intrigued. either there are so many customers of O2 online that they feel the wastage aside its still cost effective to talk exclusively to customers through the medium of display advertising or they are trying an experiment to see what happens as an acquisition tool. Or they bought it all on a CPA deal?

Interested to know but I can only speculate.

Storytelling in the banner

This banner from Pringles is an interesting experiment in storytelling using the medium of banners - although it is totally pointless and banal, it is also strangely addictive. Once you start you just can't stop - very clever guys.

To be fair although it irritated me - it is a really nice play on human nature and that is basically what we all strive for and then call it 'insight driven'. I just had to know how it ended.

If you can capture your audiences attention in the first place (with a stupid, funny, surreal image) and reward them quickly with some interesting or funny content then contrary to popular belief people will spend time clicking on your banners.



Great idea

Direct response banners can be fun

I thought this was a well targeted and well executed campaign to bring to life Barclays' sponsorship of the Premiership.


Too many clients believe that direct response banners don't need an idea, and that ideas and response are mutually exclusive. I even had a client once say that because we proposed an idea in a banner it was no longer a direct response ad, but instead brand response. Sorry, but if it has your logo in the ad, it is brand response. Their is no such thing as direct response without brand.



Here, Dare have skilfully employed a strong sponsorship property and offer with a clever promotional mechanic and nice bit of technology to boot in order to dynamically generate the code. Best of all its nice and simple.