Best Automobile Rich Media Online Campaign

We knew our target was extremely tech savvy and craved experiences both real and virtual, so we set out to create an experience as close to a real 1 Series as possible. When the vehicle went on sale in March 2008, we utilized online media to bring the 1 Series to the mainstream audience.

We partnered with Yahoo and MSN for a series of Homepage and site takeovers—which were deemed extremely successful. The Yahoo.com homepage takeover was the most successful over-the-page banner in Yahoo history1 and received 360MM+ impressions and 876,876 unique clicks. The click-through rate was .28, which is significantly high for a homepage takeover unit.
Our MSN.com homepage takeover was the #3 highest click-through rate in the Automotive category2 and received 260MM impressions and 500,000 unique clicks. Both the Yahoo.com and MSN.com banner creative was recognized in The New York Times and eMarketer Magazine.
In addition to the Yahoo and MSN homepage takeovers, we also ran rich media banners on more niche sites such as The Onion where we had over 19MM impressions and a .10 click-through rate3.

1 Yahoo
2 MSN
3 The Onion

Contributors:

Creative Director:	Aric Cheston
Group Account Director:	Richard Coughlin
Associate Creative Director:	Anthony Monahan
Associate Creative Director:	Marc Hartzman
Art Director:	Will Wong
Art Director:	Jon Cochran
Senior Producer:	Daissy Vicuna
Account Director:	Allyson Witherspoon
Account Supervisor:	Jon Lor

DOTGLU

Location: USA