Cannes Lions
GREY DIRECT, Helsinki / FINLAND POST / 2005
Overview
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Credits
Description
Objective: simply to have people click the banner and go to the service page.
Target group: Finnish consumers, visitors at www.soneraplaza.fi (one of the most popular Finnish portals).
Solution: the creative solution was a series (five different versions) of simple, 'game-like', entertaining expanding banners incorporated with sweepstakes (movie tickets for two etc) at the landing page.
Results: the banners were shown 10,944,561 times (total impressions) and clicked 179,731 times (total click-through).
This result in the average click-through rate of 1.64%, which is excellent in view of the average b-to-c ctr in Finland being about 0.2%.
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