THE ESCAPE BANNER GAME by Serviceplan Munich for Santec

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THE ESCAPE BANNER GAME

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Industry Photo & Video Cameras, Accessories
Media Direct marketing
Market Germany
Agency Serviceplan Munich
Executive Creative Director Alexander Schill
Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Till Diestel Serviceplan
Copywriter Rudolf Novotny
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SANYO VIDEO VERTRIEB
Product/Service: SANTEC VIDEO SECURITY
Agency: SERVICEPLAN
Date of First Appearance: Apr 9 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL: http://www.thisisforthejury.com/santec_TheEscape
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Alexander Schill (Serviceplan)
Creative Director: Christoph Nann (Serviceplan)
Creative Director: Maik Kaehler (Serviceplan)
Copywriter: Rudolf Novotny (Serviceplan)
Art Director: Till Diestel (Serviceplan)
Screendesign: Christoph Mayer (Lachslounge)
Programmer: Robert Koehler (Lachslounge)
Media placement: Banner - Internet (Popular German Publisher's Site) - 09.04.2010

Describe the brief/objective of the direct campaign.
SANTEC is one of the leading security systems companies in Europe. Their goal is to keep properties of any kind safe. The client asked us to develop an online idea that shows their target group (business leaders from 40 to 60) in a creative way, what especially their security cameras can do and what kind of models the company offers.

Explain why the creative execution was relevant to the product or service.
The game is relevant for the product, because it does, what security cameras are made for: it makes it difficult for people to do something illegal. And furthermore: the game uses a situation that is typical for a security camera use and it makes a good transfer achievement between online- and real life stealing.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We placed a banner on a popular german publisher’s site in the category; pics of the day. When somebody tries to drag a picture from that website, the Santec banner expands and the game begins. You have 2 minutes to lead an animated thief through a museum and avoid different Santec security cameras to get to the exit of the museum. As you pass the cameras, the different models are named in a seperated window as product information. If you make it to the exit, you can save the picture on your desktop. If not, you have to play again.

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.
As the game was launched in the mid of april, we don’t have any relevant numbers yet.