The Drum Digital Trading Awards 2015 - First Great Western Campaign
May 22, 2015
This campaign was shorlisted at the Drum Digital Trading Awards 2015 in the 'Best Mobile Campaign' Category. http://www.digitaltradingawards.com/results/109
First Great Western’s key objective was to drive engagement with destinations along the M4 corridor and the South West such as Bath, Bristol and Cornwall. For the campaign to be successful, the challenge was to move away from a CTR-based metric and optimize towards user interaction and engagement within the unit
The effective and funny ad formats were specifically developed for smartphone and tablet devices and also allowed programmatic optimisation beyond the initial banner interaction i.e. the user interaction with the creative.