eightytwenty/interactive

the big switch online/
interactive rich media switcher campaign

business_case/

eightytwenty created the ‘Last Family’, an Irish family who hadn’t switched yet as the Dad was very set in his ways and slow to embrace change. This family starred in our video ads, rich media interactive ads and standard banners.

objectives/

BGE wanted to address consumer obstacles to switching & counteract that with reasons why they should switch. We created an online campaign to create awareness of why people should switch & increase sales by driving traffic to the site. Our key metric was the clarity of our messages and the level of engagement with our online ads.

approach/

We created a story which captured the excuses why the Last family hadn’t switched in a fun and engaging format ‘filmed’ by Sean Óg in a UGC format. Rich media ads that enabled people to interact were reinforced by a DR campaign with Ireland’s first Twitter style ads. Sean Óg, the inspiring young filmmaker was also very active on Twitter @young_kubrick

result/

The campaign has performed very well to date with CTRs of up to 3 times the industry average for rich media formats and up to 2.6 times the industry average on the expandable video formats. The campaign lives on for the next few months with new episodes every month and social media activity planned.