The campaign, devised by Singaporean digital independent Qais Consulting, uses expandable banner ads across local and regional websites such as Yahoo, BusinessWeek, Financial Times and Bangkok Post.
When the cursor moves across them, the banners drop down to allow users to search for Hilton Hotel properties by either experience, location or budget. Mark Newton, VP of digital media, Qais Consulting, said by allowing users to determine their mode of search, the site provided a customised experience based on personal preferences.
“The expandable ad units allow potential customers to learn about Hilton Hotels without having to click through to the main Hilton site. This leads to a richer brand experience, higher recall and, potentially, a greater intent to stay at a Hilton Hotel property.”
Early indications are that the campaign is proving sticky, with banner interaction peaking at 18 seconds.
Hilton International has also re-engaged Qais for a future campaign.
