Converse DM DESIRE LIVING WAVEFORM BANNER by Anomaly London

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DESIRE LIVING WAVEFORM BANNER

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Direct marketing
Market United Kingdom
Agency Anomaly London
Creative Director Walter Campbell, Nathan Cooper
Designer Kevin Summers
Producer Andreas Zaremba, Patrik Sundberg
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CONVERSE
Product/Service: CONVERSE BRAND
Agency: ANOMALY UK
Date of First Appearance: Apr 15 2011
Entrant Company: ANOMALY UK, LONDON, UNITED KINGDOM
Entry URL: http://www.flashtalking.net/view/190173/?id=190173&c=Desire&w=728&h=90&a=0&d=0
Creative Strategist: Sam Matthews (Anomaly)
Designer: Kevin Summers (Anomaly)
Creative Director: Walter Campbell (Anomaly)
Creative Director: Nathan Cooper (Anomaly)
Producer: Andreas Zaremba (Anomaly)
Account Director: Humphrey Taylor (Anomaly)
Creative Direction: Mark Chalmers (Perfect Fools)
Technical Direction: Björn Kummeneje (Perfect Fools)
Design & Art Direction: Oscar Asmoarp (Perfect Fools)
Producer: Patrik Sundberg (Perfect Fools)
Strategic Planning: Michael Aneto (Perfect Fools)
Account management: James Goode (Perfect Fools)
Media placement: Banner Ad - Http://hypem.com/ - 15th April 2011

Describe the brief/objective of the direct campaign.
We needed to engage Converse's audience with the new ‘Desire’ brand campaign- an original music track and video from Converse. For this audience we needed to create culture, not interrupt it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Utilising SoundCloud's iconic waveform player, we created a unique banner that played both the song and extracts from the Desire video. This lived in paid-for media space, providing utility to users in the places they already were online by allowing direct engagement with our content.

Explain why the creative execution was relevant to the product or service.
The banner became a part of culture, not a hindrance.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
400+ downloads/shares in first 74 hours
0.23% click through rate