In place of the usual banner advertising, the AdXplorer-developed campaign had wallpaper and floating ads, full-screen television-like commercials and full-page overlays that fill the entire computer screen.
AdXplorer claimed the campaign registered a five per cent response rate soon after advertising broke in Singapore's Business Times website at http://business-times.asia1.com.sg/home.
The campaign will run for three weeks, with a new creative execution being developed for the second phase of the campaign.
Emily Nam, media manager at AdXplorer, said: "We wanted to do something that was really out of the box.
"Actually, it is a good synergy for Nokia to use Eyeblaster because the company has always been a pioneer when it comes to technology. It has helped what was a rather small campaign stand out and has made a really big impact."
The advertising, according to Nam, appeared as a small button on the screen. When a viewer moved a mouse across the ad it would expand to cover the entire page as a pop-up sheet.
"The Eyeblaster large ad format fitted in all the information about the product. The advantage was that users didn't have to go to the site to get the information - it was all there in the ad. It was also visually eye-catching, said Nam.
The 6510 handset features new technology such as GPRS, high-speed data transfer, voice commands and an electronic wallet for mobile commerce.
According to OMD interactive manager, Greater China, Jerry Yee, Eyeblaster technology was used in a recent two-way messaging campaign for chocolate brand M&M.
He said the response rate registered was 9.2, following ad placement on five portals in Taiwan. Yee added: "It (Eyeblaster) was a more expensive option, but the results speak for themselves."
