2011 MOBI Award Finalist, Best Mobile Direct Response Campaign: Point Reach for eBay
publication date: Aug 28, 2011
Best Mobile Direct Response Campaign
Agency: Point Reach Brand:e Bay Mobile Core Objective 2010 was a breakthrough year for mobile commerce. At the forefront of this wave was eBay, which generated over $2 billion in m-commerce sales. For 2011, eBay partnered with Point Reach to create advertising and media campaigns that truly deliver on the promise of mobile.The challenges were those faced by many brands: How do you grow your user base and evolve the way they engage with your brand? How do you learn and lead the innovation curve for an emerging medium while driving aggressive goals on your current business? We addressed this by creating a comprehensive strategy that encompassed branding, messaging, media, and innovation all focused on the overall mission of driving downloads of the eBay apps for both iOS and Android platforms. The campaign consisted of
static, text, rich media and incentivized ads in media buys tailored to the
creative strategy. To reach bargain hunters, Point Reach built innovative HTML5 ad units that pulled a live feed of Daily Deals from eBay and enabled customers to scroll through the listings. If they tapped on something they wanted to buy, they had the option to download the eBay app first so they’d never miss a deal. Link to Your Creative Materials: EBAY CORE: Core html5 (iPhone & Android only): http://www.pointreach.com/awards/2011/MOBI/EBAY_CORE/HTML5/index.html phone friendly link: http://bit.ly/prmobi15 Slideshow of 300x250 & 300x50 ads (iPhone & Android only): http://www.pointreach.com/awards/2011/MOBI/EBAY_CORE/index.html phone friendly link: http://bit.ly/prmobi16 |
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