case studies
Renault
Objective: Generate test-driving leads for the new Laguna
Renault repurposed their successful Laguna TV ad campaign, making important elements of their advert interactive and highlighting the Laguna's feature set. Users who interacted with the ad were taken directly to the Laguna micro-site to book a test drive.
“We saw a very high view-to-interaction rate, nearly half of those who clicked went on to satisfy the call to action of the ad.“
David Isherwood, Digital Manager, Renault
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Unilever Objective: Engage viewers and build brand awareness
Unilever’s Sure Girl campaign was running across television successfully but as a FMCG brand they wanted to extend the campaign to a more interactive environment. The Sure Girl TV commercial was re-sized and made interactive using using Coull Engage© before being embedded in a video multiple purpose unit (MPU) banner. Viewers were able to click on elements of the video to interact with each type of Sure Girl deodorant. They were also able to download the favourite Eircom music tracks of the three “stars” of the video; Emma, Katie and Sarah.
“The Unilever campaign has been very successful, and supporting the television campaign with interactive video has been an important element of the overall Sure Girl brand awareness push. The real-time reporting that Coull provides allows us to more closely monitor how the campaign is resonating with the target audience, and adjust our positioning accordingly.”
Georgina Weeds, Account Manager, MindShare
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Agent ProvocateurObjective: Build a prospects database
Agent Provocateur wanted to provide an entertaining interactive experience that would both entertain existing customers and tempt prospects to register. They created an interactive video, asking for registration before viewing. More than 10,000 people signed up to view and engagement rates were greater than 50%.
"We developed a sequence of four videos to entertain people, but the challenge was in providing the opportunity to purchase our products at the same time. The support and ideas from Coull have helped us stay at the forefront of e-commerce: we created a user-friendly and intuitive experience, and have been able to track not only views and click-throughs, but also which items generate the most interest and sales potential. Video is pivotal to the entertainment we provide our customers; in future, we will consider shooting videos with click through technology in mind from the start. We can brief the director and crew so they optimise the video for this interactivity."
Paula Roberts, Head of E-Commerce, Agent Provocateur
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