As CTR’s of digital ads are falling, we needed to find a creative and interactive way to engage users on mobile… In line with the overall campaign strategy of ‘Pixels invade Australia’, we focused on behaviours unique to Mobile to craft an effective, unique and interactive ad unit that would excite, engage and in doing so educate viewers.
We know that users ‘consume’ ads with more than their eyes, so we utilised the power of action to interact with consumers.
Creatively we took over the homepage, blocking the content with a unique, semi-transparent layer of translucent blue pixels. Before the user could read on, they had to clear the pixels by shaking or tapping their phone. Adding this very tactile gamification element gave the viewer a chance to engage in a way both the parents and children enjoyed.
Around the release date of “Pixels” we booked mobile homepage takeovers on ninemsn & The Fix, who’s mobile reach covers almost 50% of the AU population, with over 175k daily UBs, and literally invaded Australia pixel by pixel.