Sophie Chen
Oct 22, 2012

CASE STUDY: How Seiko stood out from the crowd with Billboard campaign by MediaMind

Seiko’s new solar chronographs for men celebrated Father’s Day with an IAB Billboard campaign and an online contest.

Seiko's new campaign for its solar chronographs watch features pop singer Wang Leehom
Seiko's new campaign for its solar chronographs watch features pop singer Wang Leehom

Background
Global watchmaker Seiko wanted an innovative way to drive awareness and sales while acquiring leads for its line of sleek solar chronographs for men.

The challenge that MediaMind faced was to make Seiko stand out among all the other ads that consumers came across every day. Based on its research, the agency found that interactive ads using rich media and video elements had a higher click-through rate and dwell rate compared to standard banners. Therefore, the MediaMind production team used one of IAB Rising Stars formats, the Billboard, for the campaign.

Aim
The campaign was to promote the new sleek solar chronographs watches for men. In conjunction with Father’s Day, a contest was included to add interest to and involvement with the promotion.

Execution
The MediaMind production team worked with MSN Malaysia to concept, design and produce a highly interactive, attention-grabbing solution incorporating video and a lottery. The agency also utilised data capture and measured user interactions to fully understand campaign results.

Targeting males age 20-35, the campaign utilised an IAB Billboard format featured on the MSN homepage. The pre-Fathers’ Day campaign showcased the pop singer Wang LeeHom alongside the Seiko line of solar timepieces and enticed users to enter to win a watch for father - with all data entered effortlessly within the banner itself. Users could also click through to a short video featuring the superstar in action.

Result
During the one and a half day campaign (11-12 Jun), Seiko received more than 500 entries to win the watch.

The click-through rate surpassed expectations by 1.15 per cent, while the Dwell rate was 12.05 per cent and interaction rate was 12.25 per cent higher than expected.

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