Winning campaigns engaged users with interactive ads & branded sponsored content
mCanvas, the experiential storytelling ad platform for small screens, today announced that it was conferred with two accolades at the Drivers of Digital Awards and Summit 2019 by Inkspell Media. The renowned event aims to recognize, acknowledge and reward enterprises, agencies and individuals who have contributed significantly to the digital industry. The wins were in the following categories:
- Best Engagement through Mobile Marketing - Real Time API category for Bira 91 – ICC Cricket World Cup campaign
● Agency: OMD Worldwide,
- Best Content in a Mobile Marketing Campaign category for Cadbury Dairy Milk Silk Hazelnut Smarticle
● Agency: Wavemaker Global
Bira, one of the most popular beer brands in the country, wanted to promote its product during the largest cricketing event in the world - the ICC World Cup in an innovative manner. In line with this, mCanvas built a creative that used real-time API technology that triggered the ad every time a six was scored or a wicket was taken.
When a super six was scored, the expandable opened and dynamically featured the current score, along with an animation of a ball being hit for 6 out of the stadium. Alternatively, when a perfect delivery was made, the ad creative prompted users to tilt their phone forward, to take a wicket. The common closing screen encouraged users to enjoy the game with a 6-pack of Bira, along with a 'Know More' CTA, which directed users to the product's landing page for more information.
Reaching over 2.2 million users, the campaign saw an impressive 1.84% click-through rate, which is 9 times the 0.20% industry average for mobile banners. Users spent 9 seconds, on average, engaging with the creative.
Reaching over 2.4 million users, the campaign saw an impressive 1.77% click-through rate, which is 8 times the 0.20% industry average for mobile banners. Users spent 8 seconds, on average, engaging with the creative.
Cadbury wanted to promote its Silk chocolate – the Turkish Hazelnuts, with primary emphasis on its Turkish roots, with a creative twist. In line with the brand’s objectives, mCanvas utilised its proprietary content marketing solution ‘Smarticle’ to promote the product and ran on publisher sites like ScoopWhoop, Vagabomb and The Storypedia.
The user was first prompted to scroll down, and ‘press and hold’ on the article to narrate the history of the chocolate as an interactive story. The pressure sensor was utilised to activate the creative and the article opened to a short story about the Silk range, and then focused on the emergence of Hazelnuts from Turkey, which resulted in the creation of the new Silk chocolate. Thereafter, the user was prompted to scroll down further, eventually revealing a hot air balloon emerging on the screen and making its way downwards through a series of pictures of Turkey. The closing screen displayed the product’s video commercial and a ‘Shop Now’ CTA for more information.
The campaign recorded an engagement of over 2 million users and close to 8,500 video views within the article. The content article also saw users spending an average time of 20 seconds engaging with the story.
Speaking on the innovations used, Vishal Rupani, Co-founder & CEO, mCanvas said, “Dynamic creatives are quickly gaining ground in the ad space. So much so, that brands like Bira 91 are utilizing real-time data to offer relevant experiences to users. Further, Storytelling is a trend, but interactive storytelling is an art, which if done right, can work wonders for brands. Cadbury’s Smarticle is a case in point, because it managed to keep users engaged and informed simultaneously.”
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 100+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more, visit: www.mCanvas.com