OMD Madrid was looking for a differentiating format with which to build brand awareness for automaker Renault. The agency wanted a format that offered multiple opportunities for
interaction while giving users quick access to in-depth information.

The execution
OMD selected the new IAB Filmstrip interactive format for the Plan Vive Renault Campaign. The Filmstrip format consists of five interlocking 300x600 panels that reach a total dimension of 300x3000. The Filmstrip loads when the user visits the page and functions in the same way as a conventional 300x600. From the first panel, the user can interact in three different ways:

• Clicking the areas indicated at the lower or upper part of the panels.
• Scrolling the page so that the Filmstrip moves automatically from one panel to another.
• If the user has previously interacted with the ad, the Filmstrip automatically shows them the next frame in the sequence.

The Filmstrip format, co-developed by Microsoft Advertising and MediaMind, is one of six innovative solutions designated as an IAB Rising Star format, an initiative to promote the development of a new generation of online advertising standards.

The interactive ad for Renault was managed by OMD and developed by the Orbital creative agency using MediaMind technology. As a new, large format with loads of content in a single unit, the Filmstrip format grabs the user’s attention, leading to excellent results.