Best Events Rich Media Online Campaign

Agency – Anderson DDB
Client – Ontario Science Centre
Title – Marvel Superheroes Campaign


OBJECTIVES

• Generated advance group bookings by promoting exhibit through online advertising
• Geographically targeted GTA and surrounding areas including Southern Ontario and border markets
• Targeted families with children, and comic book fans
• Developed awareness by promoting exhibition to a web-savvy audience

CREATIVE IDEA

In this Internet campaign for the Ontario Science Centre, we were able to bring the Super Heroes’ powers to life in four separate banner ad executions, “ The Storm” “Spiderman” “The Hulk” “Ice Man". These ran independently on four different websites, given below in the Media Execution. Each ad features one Super Hero, whose power is unleashed from the ad onto the webpage below so that the user’s experience is greatly amplified. The interaction of the ads and the way that we managed to tie in a seemingly normal banner ad with the rest of the website made for four very engaging and eye-catching ads, which also resulted in a great response rate.

EXECUTION

This campaign was a web execution, on four different websites. It geographically targeted Ontario Internet users, and was aimed at families with children, as well as comic book fans. Web marketing included rich media interactive drop-down creative, using four well-known Marvel superheroes. The 'Storm' character was specifically created for the Weather Network site, while Spiderman, the Hulk, and Ice Man creative were on popular sites -- Sympatico/MSN, YTV.ca, and Toronto.com.












Marvel Internet - Achieved Results

• The Marvel Online campaign ran from October 23 to November 26 2006 on four sites: YTV.ca, Toronto.com, Sympatico.ca, and the weathernetwork.com, and was geotargeted to reach Ontario internet users only.

• Each site performed very well for Marvel; the industry average for click through rates is 0.2%. Our average for click through rates was 1.29%

- The results of the click through rates (CTR) for each site-
- Ytv.com the click through rate was 1.89%
- Sympatico/MSN the click through rate was 0.59%
- Toronto.com the click through rate was 0.34%
- Weathernetwork.com the click through rate was 7.96%

• The Marvel creative scored well above the industry average on each of the four sites. Additional information can be found on the charts that are enclosed with the submission.

• The Iceman, Spiderman and Hulk creative scored equally well with viewers; no one creative grossly outperformed another.



















Marvel Internet - Achieved Results


*Industry average is 0.2% Our average is 1.29%




































Marvel Internet – Creative Performance

*Industry average is 0.2%
Our Average is 1.29%

Contributors:

Executive Creative Director:	JANE PRITCHARD
Assoc CW:	ABRAHAM ZACHARIAH
Assoc. AD:	MONICA BROEKHOVEN
Senior Copywriter:	RON BOCK
Copywriter:	LEANDRA FALLIS
Art Director:	DAVE LAING
Creative Coordinator:	DANICA FURTADO

ANDERSON DDB

Location: CANADA