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Yesterday, Fernando Alonso – the recent ING-face – won the Singapore F1 Grand Prix (I am a Ferrari fan so not very happy about Hamilton’s podium result). Today, I saw ING’s banner with Alonso on the No. 1. Hungarian news portal opening page. I am not sure all this is conscious as coordination usually needs more time to arrange the leaderboard space on this media. Whatever the truth is, it was good to see…

 

Banner combinations are tricky ones. Mainly because of positioning, the coordination with the media and of course, the adserver hosting. Especially if you combine different creative formats. Today my example is a simple one (no format combination) with a sloppy execution.

 

Focus on the prizes flying from the left skyscraper to leaderboard and to the right skycraper.

 

You buy banner combinations based on time. That’s because media cannot rotate it with another banner combination so you cannot buy it based on ad views.

The moment of the shot is 8:30pm which means it has been running all day like this. One of the most important positive feature of online advertising is that you can edit your campaign in adserver whenever you want and it will go live in up to 30 minutes (depending adserver you use).

Again, I saw the creatives of this campaign on almost all major portals. It’s so sad that the agency didn’t pay attention for the details. I am pretty sure when they presented the plans, the transition between the ad units was perfect (not talking about the layout, online the animation). And you know, for these things primarily the agency is in charge, then the media and at last the advertiser.

There are more than sixty thousand hits for “just because you can, doesn’t mean you should” searches in Google. Obviously, Ferrero haven’t read them. Instead, they spent a fortune for Messenger to provide IM users with branded content.

There are three Messenger winks I highlighted in today’s video. I don’t think Ferrero understands that winks are created for users to share. Can you imagine that a teenager – in any situation – would send something like that to his buddy? Well, I can. But that situation doesn’t build any brand love that most of the time is the aim of branded content creation.

 

This is not the ideal world as Seth thought, but it still worths a look. Raiffeisen has a TV program for educating people about financial phrases and facts. Many times, captchas are hard to read, so the message of the ad is built on it:

Isn’t that clear? Discernment in finance is crucial. Watch the TV program by Raiffeisen Bank.

Nicely done by the Advertiser as the sponsorship is clickable and directs to a video published on the portal of a TV channel. Even though I don’t think the copy of the ad is strong enough, the idea and the execution is very well done!

 

Did you know, that one of the most successful Hungarian export product is dulling people? Yes, we create those play and win ‘interactive TV shows’ in many country… In which you can win $100 if you call a number for $2/min.

Now I thought that ok, there is a certain level of TV audience who spend an awful lot of money for SMS or calls for nothing, sponsoring the operator and mobile SPs (who realize 40-60% of the revenue). But I thought, it would never work online. No, because people have so much free activity options.

Guess what, one of the biggest Hungarian online full-service agency (some interesting info bout them here in comments) just released a project (called MrNoProblem), where you can wish something for one expensive SMS and other people may vote for your wish for another one. Bloody hell… I honestly hope they will fail with this, hate this business model, doesn’t create any kind of value.

 

…sounds like a top WordPress post. But, this is not cultofmac, nor mobiletechaddicts. 😛 – As iPhone and it’s biggest Challenger was released at the same time in Hungary, it worth to have a look on their digital launch communication. Of course, both conception is about the pure product.

 

 

 

iPhone uses the distribution power of T-Mobile, Hungary’s biggest mobile SP. And it works. Some of the colleagues already have their newest toy thanks to their preorder registrations. But Samsung’s launch activation is much more interesting. They created a very simple microsite for the campaign where they promise the first 300 registered owner a guaranteed home theater system.

The method is simple. Before buying the phone, you may register on the site and then confirm your registration afterwards with all the details of buying. This is smart. However, I am not sure that the target audience of such an expensive mobile product is willing to register this way. I would love to see the results though!