Best Fashion Or Beauty Rich Media Online Campaign

Degree Men designed a rich media digital campaign to reach their core consumers of men, age 25-34, with interests in outdoor adventure activities such as mountain biking. The creative was established to reflect and drive recall for the in-market TVC, which involved a mountain biker riding on his back wheel as he chases after his front wheel through rough terrain. Additional creative included a rock climber repelling down a mountain side to further communicate Degree’s adventure platform. All creative drove consumers to www.degreemen.ca that communicate the launch of the new Degree Men Adrenaline Series line of products. The campaign was launched with an aggressive MSN homepage takeover designed to drive significant initial awareness with the target consumer and clearly communicate the brand and its key messaging. The remainder of the campaign targeted sites including Yahoo! Sports, TSN, Sportsnet, Discovery, Outdoor Life, Men’s Health, among others to ensure the communication reached our core consumer. Using rich media units for the remainder of the campaign allowed for engaging creative that worked in tandem, between leaderboards and big box units. This approach drove the consumers’ attention without disrupting his browser experience. The orange primarily used on the creative reflected the colour of the product and drove attention. Results showed a significant increase to www.degreemen.ca. Between May 3 – June 20, 2010, the site received 107,055 unique visitors – a significant increase from the 248 unique visitors in April 2010.

Contributors:

Nan Chen:	Designer
Brian Chung:	Director, Digital Planning
Ryan Smith:	Project Coordinator
Jeff Lynch :	Senior Account Manager
Tracy Smith:	Vice President

ARIAD COMMUNICATIONS

Location: Canada