Best Events Rich Media Online Ad

For this ten-day campaign, promoting Mercedes-Benz Fashion Week Miami Swim which takes place every July and features only swimwear, we knew we had an immense opportunity to bring a new segment to the Fashion Week audience: young men.

ESPN.com has long been dominant among affluent men aged 18 – 34, and with a media relationship already in place with the sports leader, Critical Mass knew it could turn heads easily with the impact of in-banner video — and the undeniable power of the bikini.

Taking advantage of the in-banner video serving technology Motif from media partner DoubleClick, we built banners that “teased” the audience with provocative short video clips from a sexy runway show and, after stopping, invited them to click to view the show itself in crisp running footage right inside the banner.

At the end of the :30 of video, the user is compelled further with the headlines, “Exotic models. The latest designs.”, and the tagline, “Experience the runway now.” Upon click, the user is sent directly to the Mercedes-Benz Fashion Week microsite landing page, where yet more runway footage is already playing when the user arrives, for a seamless transition.

Goals of these banners were specifically to drive click-through rates and deliver sales leads to MB dealers, but also to ladder up to the main sponsorship goal to change the Mercedes-Benz brand perception into one that’s decidedly fashion-forward, modern, and sexy.

Contributors:

CM Blue Business Unit:

CRITICAL MASS

Location: USA