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.
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:
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.
The Renault Filmstrip campaign had the following notable results:
Filmstrip, data capture, dealership locator, video
OMD proposed a special format that we consider perfect for this campaign. On one hand, we reinforce the message on TV by publishing the spot in the same piece online and,
on the other hand, we achieved an extremely high level of functionality. We provide the user access to any model of the range being promoted, and a direct request for a test drive and catalogues. Moreover, it is also possible to search, from the piece itself, for the nearest dealer.