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ABSA
Mega U

Overview
    • Cutting edge HTML5 to load in low bandwidth regions.
    • Highly engaging Ad unit, kept user’s attention for 20 Seconds (the global benchmark is 8 seconds).
    • Campaign results were above the Global Benchmarks for the banking and finance industry, indicating users enjoyed spending time interacting with the brand.
    • The Ad met all of the clients’ objectives.
Overview
    • Cutting edge HTML5 to load in low bandwidth regions.
    • Highly engaging Ad unit, kept user’s attention for 20 Seconds (the global benchmark is 8 seconds).
    • Campaign results were above the Global Benchmarks for the banking and finance industry, indicating users enjoyed spending time interacting with the brand.
    • The Ad met all of the clients’ objectives.
Objectives
  • To make at least 15 000* South African youths aware of the Absa Mega U Account, through digital channels between1 July – 15 Aug 2016.

*This figure is based on at least achieving the global expansion rate of 0,76% for the 1,9 Million bought impressions.

  • To use mobile media in an innovative way to inform the target audience about the four main perks that the account includes.
  • To connect with the target audience on a platform that they are most frequently on and comfortable in, in order to evoke action.
Objective
  • To make at least 15 000* South African youths aware of the Absa Mega U Account, through digital channels between1 July – 15 Aug 2016.

*This figure is based on at least achieving the global expansion rate of 0,76% for the 1,9 Million bought impressions.

  • To use mobile media in an innovative way to inform the target audience about the four main perks that the account includes.
  • To connect with the target audience on a platform that they are most frequently on and comfortable in, in order to evoke action.
Objective
  • To make at least 15 000* South African youths aware of the Absa Mega U Account, through digital channels between1 July – 15 Aug 2016.

*This figure is based on at least achieving the global expansion rate of 0,76% for the 1,9 Million bought impressions.

  • To use mobile media in an innovative way to inform the target audience about the four main perks that the account includes.
  • To connect with the target audience on a platform that they are most frequently on and comfortable in, in order to evoke action.

Concept &
Strategy

Use mobile rich media to gamify the user’s brand experience and learning phase, with the aim of getting the younger target audience to engage with the brand.

We designed the interface to resemble an app so that it is comfortable and familiar for young people to engage with.

We then opted to serve majority of the ads (70%), in an app environment, instead of on mobile web, to continue the familiarity.

Execution
A rich media ad unit, utilising cutting edge HTML5, that loads quickly in low bandwidth regions and features an innovative stack of 10 second videos. Each highlighting a different perk of the account, which the user could swipe away on completion in order to watch the next video. Furthermore, programmatically using geo-location and historical data, we were able to accurately reach the right audience.

Concept &
Strategy

Use mobile rich media to gamify the user’s brand experience and learning phase, with the aim of getting the younger target audience to engage with the brand.

We designed the interface to resemble an app so that it is comfortable and familiar for young people to engage with.

We then opted to serve majority of the ads (70%), in an app environment, instead of on mobile web, to continue the familiarity.

Concept &
Strategy

Use mobile rich media to gamify the user’s brand experience and learning phase, with the aim of getting the younger target audience to engage with the brand.

We designed the interface to resemble an app so that it is comfortable and familiar for young people to engage with.

We then opted to serve majority of the ads (70%), in an app environment, instead of on mobile web, to continue the familiarity.

Execution
A rich media ad unit, utilising cutting edge HTML5, that loads quickly in low bandwidth regions and features an innovative stack of 10 second videos. Each highlighting a different perk of the account, which the user could swipe away on completion in order to watch the next video. Furthermore, programmatically using geo-location and historical data, we were able to accurately reach the right audience.
Execution
A rich media ad unit, utilising cutting edge HTML5, that loads quickly in low bandwidth regions and features an innovative stack of 10 second videos. Each highlighting a different perk of the account, which the user could swipe away on completion in order to watch the next video. Furthermore, programmatically using geo-location and historical data, we were able to accurately reach the right audience.
Campaign Results
Video Completion Rate:
72%
(Preliminary Benchmark is 48,35%)
Unit Engagement Rate
13.6%
(Global Benchmark is 9.44%)
People Expanded The Ad Unit
36 350

Expansion Rate 2.15%

(Global Benchmark is 0,76%)

Time On Unit
0:20 Sec
(Global Benchmark 11sec)

Campaign
Results

Video Completion Rate:
72%
(Preliminary Benchmark is 48,35%)
Unit Engagement Rate
13.6%
(Global Benchmark is 9,44%)
People Expanded The Ad Unit
36 350

Expansion rate 2,15%,
(Global Benchmark is 0,76%)

Time On Unit
0:20 Sec
(Global Benchmark 11sec)