Three Mobile

Case Study
Three Mobile
Homepage Takeover
Objectives
Promote visibility of Three Mobile’s #makeitright campaign to target
audience.
Use rich media, in an innovative manner, to encourage engagement in the
#makeitright online campaign.
Drive traffic to Three Mobile website.
Solution
Format: Homepage Takeover including a Billboard with dynamic content
created by Adform Production.
Devices: Desktop.
Placement: Capital FM, Capital XTRA, Heart FM, XFM, LBC Radio, Classic FM,
My Gold Music, Smooth Radio on This is Global sites.
As you’d expect, the Homepage Takeover includes a Skin, Billboard and an
MPU but the particularly innovative feature within this campaign is the
dynamic content within the Billboard. Every hour, news headlines (that
conformed to the #makeitright message) were uploaded enabling the
Billboard to become a live news feed. The unit was designed to be high
impact but unobtrusive and within standard banner dimensions. After
clicking on the unit, the user is re-directed to the Three Mobile website.
Click here to see the campaign on our Creative Space.
Results
CTR
2.1%
Nearly 4 times higher than Rich Media
campaigns*
Engagement Time
19.68 s
A huge 84% longer than the Average
Engagement Time for Rich Media campaigns*
Engagement Rate
53.2%
Over 215% higher than the average
Engagement Rate for Rich Media campaigns*
*According to the Adform Rich Media Benchmark Report Q1 2014
We felt that adding dynamic billboards to the online display part of the
campaign would add an extra layer of engagement. It was great that we
were able to update them in real time. Adform were helpful throughout,
from concept to implementation.
Tommy Cattell, Digital Content Manager at Global Radio