1. 500 mobile contracts sold directly in banner
Direct response conversions a testament to consumer acceptance of data capture
The Objective
Orange, one of the world’s leading tele-
communication brands, launched a campaign to
entice trend-savvy potential customers to subscribe
to their network. The marketing approach was to
create an exclusive offer to MSN viewers, which
included the visually captivating LG Shine handset
as well as an attractive price point for those joining
within the time limit.
The Execution
Rather than adopt the traditional approach of
creating a mini-site for such a campaign and tempting
viewers to click through, MSN Netherlands and Eyeblaster developed an
engaging consumer experience inside the banner. After personalizing
the handset colors in the banner, the user seamlessly entered into the
Campaign Details
buying process. Step by step instructions let the user complete the
entire transaction within the expanded banner. Using Eyeblaster Data Advertiser: Orange
Publisher: MSN
Capture, the campaign collected the full range of fields required to open a Ad Format: Expandable Banner
new mobile contract. This included personal attributes such as address, Interactive Feature: Data Capture
passport or ID card number as well as bank account details.
The Results
The campaign was co-branded with MSN, which helped to offer
assurance to the interested consumer. Combined with the Campaign Highlights
incentive of a free handset, it was enough to inspire confidence
of 500 consumers who went on to give 20 fields of personal
• 5 mm impressions
details within the advert! This level of success was well-beyond the • 500 buys from the banner
expectations of the advertiser, but it goes to prove the openness of
• 20 fields in the banner including
consumers today – and the advantage of bringing full conversions into bank account and id number required
the banner.
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