1. Chernigivske «Social Campaign»
Period: 08.06-12.07.2011

2. Campaign
• Having been asked to make the online social campaign that is
focusing on a problem of responsible driving and use of alcohol in
such situations we negotiated effectively with the web-sites and
got an exclusive possibility to place banners completely free of
charge
• The realized campaign was not a spot placement but a wide online
campaign with total planned impressions amount of 1 750 000
which were fully delivered
• Despite the prohibition to place banners with socially responsible
content that contains brand logo we succeeded in arranging logo of
Chernigivske at the banners

3. Screenshots examples

4. Premium banners were the best at CTR
240x350 728x90 468x60
Impressions 750 000 900 000 106 972
Clicks 1 382 365 18
CTR 0.18% 0.04% 0.02%

5. Testmarket: banner with image frame put first had best
results than banner with the teaser frame - users understood
brand and aim of the game, so engagement was higher
1 frame - image 1 frame - teaser
CTR by Event 2 4.18% 3.83%
CTR by Event 3+4 0.50% 0.50%
CTR by clicks 0.20% 0.11%
Event 2: The user started to play
Event 3 + 4: The final packshots are appeared

6. Summary: All the indicators including impressions, cover,
clicks and CTR were overdelivered
Planned Actual Difference
Period 08.06 - 12.07 08.06 – 12.07 -
Impressions 1 750 000 1 756 972 +0.40% +6 972
Reach 320 000 948 196 +196% +628 196
Frequency 5+ 1.85 -63% -3.15
Cover on EF 45 000 82 175 +82.6% +37 175
CTR, % 0.08% 0.10% +25% +0.02%
Clicks 1 325 1 765 +33.2% +440

7. Banners have only image message “Took a sip – don’t drive” and no challenge
to click. Therefore, CTR isn’t high which is standard for image campaigns, but
the interaction rate of people who started playing game is very high
Clicks delivery by sites
CTR
Clicks
CTR by Event 2
CTR by Events 3+4
Source: Adriver

8. СTR by event 2 – more than 4%
CTR by events 3 + 4 – 0,5%
CTR by clicks - 0.18
CTR delivery by weeks
CTR, % CTR, %
Event1: The mouse is hovering over the banner. Key campaign message was shown “Chernigivske.
drink? Not sit behind the wheel”
Event2: The user started to play
Event3: Packshot "drink? Not sit behind the wheel“ ("выпил? не садись за руль") played
Event4: Packshot "drink? Home in a taxi“("выпил? Домой на такси“) played
Source: Adriver

9. Users engagement into game is extremely high:
More than 5% users, who saw banner on the UMH sites, started to play with it. Near 1% users
finished game and saw packshots. 0.35% users clicked on the banner
On the site delfi.ua more that 20%! users played with banner and 1.47% finished game and saw final
packshots
Unicque CTR by events
CTR, % UMH Business Pack Delfi.ua
25,00%
Event1: The mouse is hovering
over the banner
20,00% Event2: The user started to play
Event3 + 4: The final packshots
are appeared
Event5: The user clicked on
15,00%
banner
10,00%
5,00%
0,00%
Event 1 Event 2 Event 3+4 Event 5 (clicks)

10. More than 4% users played with banner, it’s really very high
value (average value is 1.5%)
Clicks and CTR delivery by sites
Clicks CTR
4,07% 4,13%
0,51% 0,31%
CTR by Event 2
CTR by Events 3+4
Source: Adriver

11. Interest to banner and interaction stayed high even during
the last days of campaign
Clicks and CTR delivery by sites
Clicks CTR
3,94%
2,82%
0,52%
0,28%
CTR by Event 2
CTR by Events 3+4
Source: Adriver

12. The goal was achieved: to make a conscious user
involvement and deliver the social message by brand
Chernigivske
More than 4% of users got a real interest in campaign message
and started a game.
We know they saw the key message for sure as it was shown at
Event 1, on a packshot.

13. Summary
Key indicators delivery is within the limit of acceptable deviations:
 Impressions delivery – 100,4% (1 756 972)
 Coverage delivery – 296% (948 196)
 Coverage on EF=5 delivery – 183% (82 175), we maximized
coverage on EF
 CTR by click delivery 125%, CTR= 0.10%

14. Summary
Thanks to test market of different versions of game banner, finally in rotation
was a banner with image frame coming first. Therefore, every person saw
image message even without engagement into the game which was the key
goal.
The game interactive format proved to be very effective as users engagement
and even CTR by click extremely higher than in horizontal:
• more than 5% users played with a banner
• more than 1% finished game and saw final packshots
• unique CTR is 0.3% vs 0.03% in horizontal format

15. Thank you!