June 2009 BAM - Mainland

Faced with the task of creating an ad so appealing that the consumer just had to try it, Colenso BBDO delivered a rich media execution that really resonated with consumers.

The visual was of a knife spreading ButterSoft across the page which then prompted the viewer to click for a free full-size sample. The creative was simple and effective – delivering results that were well-above expectation. The campaign had already been running for two days but the day it ran on Y!X's homepage was sensational; within a couple of hours all 10,000 free samples were gone. The ad on Y!X generated over 24,000 clicks in a day, which is a new daily record for Yahoo!Xtra and made Y!X a significant contributor to the overall traffic driven to the Mainland ButterSoft site during the campaign.

“With OTPs there is a fine line between gaining cut-through and simply annoying viewers. This execution was fast, clever and provided a real benefit for the consumer – which ensures a positive brand effect well after the ad has disappeared,” said Laura Maxwell-Hansen, Sales Director at Y!X. See it live here

Credits

Fonterra Brands (NZ) Ltd
Debbie Barlow

Colenso BBDO
Simon Koay, Haydn Thompson, Angela Vance , Jo Underdown, David Bowles, Adam Good