Re: ONLINE-ADS>> Good click-through ratios, better banners

Mark Dolley (mark_at_zapworks.com)
Sun, 2 Mar 97 13:15:21 -0000

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Levi's have themed their new online campaign along the same lines as their
TV campaign (for Europe and South Africa). GIF 89a icons, which are rotated
every day, pick up on the key elements of their latest TV ad (Mermaids -
shrink to fit) and were launched at the same time. Behind each icon is a
different shockwave execution - usually a game. At the end of each
execution, the user is bounced straight back to the web page from which
they came - without even a hotlink to the Levi's site. By running the ad in
over 80 cybercafes as well as on web sites, they secured the bandwidth and
plug-ins needed to make the experience really satisfying.

For advertisers seeking to build brand recognition, this has got to be a
better approach than the
build_a_web_site_full_of_irrelevant_features_and_they_will_come strategy
adopted by many. Far better to spend money on this kind of thing than all
those brand-related chatrooms...

See the ad and the original TV ad on http://www.zapworks.com

Mark Dolley, Director of Business Development

° zapworks !
18 rue du grand Prieure, 75011, Paris, France
Vox: +33 (0)1.40.21.75.75 http://www.zapworks.com/

"And now," cried Max, "let the wild rumpus start!"

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