Integrating technology and creativity, these ads engaged users with innovative concepts
mCanvas, the experiential storytelling ad platform for small screens, today announced that it has won two gold awards at Inkspell Media's mCube Awards 2020. The wins were in the following categories:
Promoting its ultra-thin IdeaPad S540 in an engaging way, Lenovo was on the lookout for a distinct digital experience that would showcase the sleek look and 33% lighter weight of the laptop amongst its target market.
Encouraging users to blow into the phone’s microphone, the laptop in the creative showed being lifted in the air by the user’s action suggesting the lightness of the laptop, its USP; this was powered using sound recognition technology.
The campaign reached over 6.6 million users and saw a 1.8% click-through rate which is 9 times the interest compared to the 0.20% industry average for mobile banners. Users spent over 7 seconds, on average, while engaging with the creative.
Acknowledging the award, Rohini Haldea, Marketing Head, Lenovo said, “While promoting the IdeaPad S540, it was important for us to etch a mark for ourselves with a campaign that would resonate well with users. We are grateful to mCanvas and Performics for creating an award-winning ad that cut through the noisy mobile ad space and delivered a ‘wow’ experience for users.”
Sourav Deb, Business Director, Performics said, “We constantly aim to create memorable campaigns that help to build strong brand recall. Lenovo’s rich-media mobile ad achieved just that, and it is reassuring to see that it is receiving industry recognition.”
The Indian e-commerce giant, Flipkart promoted its yearly sale – The Big Billion Days Sale with a unique mobile experience that tied in the auspiciousness of the moon, with the theme ‘Deals Ka Chand’. Integrating sound recognition technology and virtual reality (VR), mCanvas built an interactive ad that got users to actively engage with the brand.
Based on the significance that the moon holds in the Indian culture, the idea of the campaign was to establish an association between the sale and full moon. Compensating for the absence of the moon during the campaign, the ad featured a full moon in a VR that users were prompted to find by panning their phones.
Once found, dense clouds covered it and users were encouraged to blow into the phone’s microphone. Using real-time sound recognition technology, the gush of air moved the clouds away, revealing an exciting offer from the sale. The ad experience also extended to a microsite, was sharable on social media, and was also directly promoted by the brand simultaneously with the mobile ad.
Reaching almost 5 million users, the campaign saw an impressive 2% click-through rate, which is 10 times the 0.20% industry average for mobile banners. Users spent 7 seconds, on average, while engaging with the creative.
To conclude, Vishal Rupani, Co-founder & CEO, mCanvas said, “Creating tech-driven mobile experiences for brands is at the core of what we offer. User engagement has taken center stage in the mobile ad industry for some time now, and we strive to empower our clients with top-notch technology coupled with creativity to deliver world-class ad experiences on small screens. We thank the mCube jury for awarding our work.”
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. Our ads formats are programmatically available via Adobe, AppNexus, DV360 and MediaMath. To see our award-winning work and learn more, visit: www.mCanvas.com