AdColony has partnered with Unilever to run interactive mobile video campaigns in the Middle East. Sunsilk, Brooke Bond and Jif are the first three brands to run Aurora HD interactive video ads which deliver immersive experiences for the user.
The brand storytelling is designed for users to engage with the video while the video is playing. AdColony released the results of the first brand campaigns using Aurora HD Video. After three separate campaigns, with three different creative executions, AdColony found 43 percent of people who viewed an ad engaged with it actively.
“We are proud to work with partners like Unilever in the region to help drive awareness, engagement and purchase intent in new and exciting ways on mobile devices. Leveraging the power of creativity and interactive capabilities of our Aurora HD Video technology, these brands created wonderfully immersive experiences that engaged their consumers and delivered powerful results,” said Samantha Billingham, Regional Sales Director at AdColony EMEA.
Beyond the strong engagement metrics, Aurora™ HD Video also drove healthy lifts across key brand metrics. A third party study with Research Now found that Aurora HD Video resulted in a nearly three percent delta lift in purchase intent, which is 3X the average digital campaign lift. The campaigns also drove an increase of over 7 percent in brand favorability and brand familiarity.
The campaigns allowed consumers to interact with video in a variety of ways, ranging from dragging a slide, tapping a character or color on the screen, to wiping away dust and debris to better reveal the video in front of them.
“Our mobile campaign allowed us to take what had already been a successful TV spot and incorporate a level of interactivity that allowed people to engage with our brand in an entirely new way. The campaign provided measurable results that we are very pleased with, ranging from clicks to loyalty program sign ups. It has been a great indicator of the impact building a unique creative experience can produce,” Ms Billingham added.