We wanted to show people that neither the problems nor solutions faced by the anonymous victims on their televisions were simple or easy – the situations they saw were often the result of hard decisions made by people who had little options at the time. By allowing the viewer to see the problem through the eyes of the victims, in a 360° environment, we were able to demonstrate the situations more tangibly than traditional advertising. No matter what path the user took, our geo-timed messaging ensured that they always ended up at the same basic message: These decisions may be hard, but the decision to donate should be easy.

• This is a proprietary ad format that is low file size, capable of being programmatically-served with all tech in-banner.

• The mobile banner activates without any interaction, so the movement catches the users eye instantly on any page.

• The imagery is actual 360° images captured on the ground by Amnesty workers in Syria.

• Previous 360° banner ads had forced the user to launch a new mobile website or app in order to view the creative, which is a bad user experience. We allowed viewers to see the 360° view of Syria without leaving the page they were on.

• The banner campaign was part of a integrated remarketing campaign that was designed to grow Amnesty’s active supporter base within Australia and drive direct donations. Media is planned and bought through the normal media channels; including HTML5 RTC (Real Time Creative) and social advertising formats.

During the period of time the Syrian 360° banner ran, Amnesty's integrated 'Help Syria' campaign experienced a 280% increase in the direct donation rate. The ad had a higher retention rate of any of our previous HTML creative - because of the time spent interacting with the message.

Interaction rates were consistently strong (15x average) compared to our standard prospecting suite, and were a great funnel for the remarketing campaign across social and mobile. The CPA of the ads was consistently among the lowest of the campaign.

In terms of overall direct donations, the Amnesty Syria campaign was their most successful campaign of the year and generated millions for Amnesty International's efforts in the Syrian crisis.