Channel 13 Promo, Case study DISPLAY ON SEARCH by Channel 13, DDB Santiago

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DISPLAY ON SEARCH

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Chile
Agency Channel 13
Agency DDB Santiago
Art Director Esteban Yañez
Released July 2011

Credits & Description

Category: Best Use of Digital Media
Advertiser: C13
Product/Service: PELELES TV SHOW
Agency: DDB CHILE
Agency: Channel 13
Interactive DGC: Martín Visca (DDB Chile)
Creative Supervisor: Victor Araneda (DDB Chile)
Creative Supervisor: Carlos Martinez (DDB Chile)
Animation: Leonardo Gallardo (DDB Chile)
Art Director: Esteban Yañez (DDB Chile)
Media placement: Display On Search / Peleles TV Show - 13.cl - July 25th, 2011

Insights, Strategy & the Idea
The aim of the piece is to impact a selected target with an unexpected and memorable message when using search engine tools.

We built on the insight that search tools generate a predictable user experience: a list of results. Hence, we decided to provide the user with a surprising rich media message. In other words, we provided the user with a WOW moment, together with delivering the desired information.

We applied the concept on the occasion of the première of the TV show "Peleles".

The audience included anyone interested in learning about the launch.

The first-of-its-kind Display-On-Search piece was relevant to our client and target audience insofar as it delivered a higher level of enjoyment and impact. 100% of our target (i.e. users of search engines interested in Peleles) was reached through the piece, generating expectation to create a hype around the première.

Creative Execution
The creative solution consists in transforming a search engine into a rich media piece, which we call "Display-On-Search". For the "Peleles" campaign, we gave the search tool personality by using an animated mouth which spelled the audio. The similarity between the input box of the search engine and the mouth was used with great care, working the illustration in order to reach the smoothest transition between each object.

This innovative and minimalist new media was inserted within the Canal 13 website for the time of the ATL Peleles campaign. It worked as a normal search tool and only when a user would enter the term "peleles" was the display-on-search activated. It therefore added to the total experience within a harmonious whole.

Results and Effectiveness
Over the two weeks of the "Peleles" campaign, the message was reproduced hundreds of times and generated many positive comments all over the social networks. Most importantly, we received excellent feedback from the client who is now considering monetising the Display-On-Search format as part of its digital media offer.

From the interactive media point-of-view, we build a new format: the Display-On-Search, a digital marketing tool 100% on-target and 100% relevant.

Who knows one day our Display-on-Search could become part of the digital media toolbox of major search engines such as Google. We'd sure love to see that happening!