Httpool in coordination with Promedia, enabled Cedevita to reach over 2 million users using the Adcolony’s mobile video advertising platform, achieving a video completion rate of 97%

The world is truly your mobile nowadays, with studies showing that now even the majority of children by the age of seven own a mobile. Ask yourself how many people you can name who chose not to own a mobile device, the answer is almost none right? This is exactly why mobile advertising is not only an indispensable tool, but also a great opportunity to raise brand awareness.

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AdColony is one of the largest mobile advertising platforms in the world, reaching more than 1.5 billion users. Thanks to the expertise and access of Httpool, we are able to help countries such as Croatia unlock the full potential of this platform. With Httpool’s network of partner platforms it enables companies and brands to access unique technologies in the digital advertising sphere.

Httpool recently aided Cedevita with their brand Puc-Puc, a vitamin powder popular amongst children, the creative showcase led to fantastic results. This case study reveals the effects of a strong creative vision coupled with state-of-the-art ad technology, in this instance known as AdColony’s Dynamic End Card.

The AdColony’s Dynamic End Card consists of video ad placements in mobile applications, including that of games, fantastic for Croatia which features more than 270 mobile games for clients to target. This feature works when for example a user loses their life in a game, at which time a window pops up offering them a new free life if they watch the ad, and followed by the aforementioned End Card.
The End Card is an additional ad technology displayed to users at the end of a video ad, usually containing basic information about the promoted product, or a call to interact with the brand. Achieving interaction is most often a challenge for video ads, but tactful implementation can achieve good results, as shown in the campaign conducted by Puc-Puc.

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We all know kids love their games, puc-puc leveraged this knowledge, and placed user experience at the forefront of their ad. In collaboration with Httpool, and creative expertise from Promedia, Puc-Puc utilised Adcolony to conduct a campaign across six countries in the region, with the intent on attracting new audiences.

How did Puc-Puc do it?
Puc-Puc placed its ad within games such as Race Master, Save the World, Candy Crush Saga, and Farm City. They utilised the End Card technology at the end of the video, creating a secondary short play game, enabling Puc-Puc to interact directly with the users. The short game featured Puc-Puc’s three familiar flavours as characters; bananas, strawberries, and wild berries. The viewer is able to use the characters to capture falling objects by dragging across the screen, collecting points to achieve the highest possible score in a given time.

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As a result, Puc-Puc achieved an audience engagement rate of 113 percent in its campaign, which is well above the reference 25 and thus justified its investment.

“This technology offers great opportunities, it enables us to harness the full potential of our audience’s favourite creative content whilst interacting with the brand. The campaign has achieved great results, these creative solutions will continue to be applied throughout the brand’s future.” Comments representatives of Cedevita.

Following the game, the audience was invited to discover more about Puc-Puc products, with the ‘Learn More’ and ‘Play Again’ options, increasing purchasing intent, and time spent with the brand.

Here’s what the implementation of the campaign looked like in practice.

Creative and Non-Invasive Video ads Bring Results
Video ads are regularly imposed on users, which is why AdColony is the perfect platform to achieve reach without causing irritation, or a bad opinion of the brand.

Namely, AdColony positions the ad within or after the content, i.e. the ads are self-initiated and rewarding, so they do not interfere with users in consuming the content. In addition, the platform offers options for precise targeting – by age, gender and geotargeting (using location data to reach consumers with messages appropriate to their place and behaviour), or by behaviour – at certain times of the day, according to what interests them , which applications or device they use, etc., and is in line with the Law on the Protection of the Privacy of Children on the Internet, which allows targeting audiences under the age of 13, which proved ideal in the Puc-Puc campaign.

As one of the largest platforms for mobile video advertising in the world, AdColony in Croatia reaches an audience of as many as 1.3 million users, and offers two basic products – Video Only and Dynamic End Card. When it comes to Video Only, we are talking about a video ad lasting up to 30 seconds adapted for mobile display (edge-to-edge display, without using clipboard memory), while Dynamic End Card presents interactive options at the end of such mobile video ad.

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Dynamic End Card is a creative technology that allows users to interact with the brand after watching the video through tap, swipe or shake options (user can touch, drag or shake content) or through more complex options such as displaying products in 360 degrees, playing games at the end of the ad, or drag and drop options.

Another element that is good to consider when investing in video ads is the question of what do we pay when placing video ads? In particular, AdColony only charges for completed views for video ads, which means that instead of charging the user for the display, the ad is charged only when the user viewed the video from start to finish. In doing so, it’s not bad to mention that AdColony’s benchmark for completed reviews is over a high 80 percent.

Attractive Creativity and Cutting Edge Ad Technology
As seen in the Puc-Puc’s campaign, the combination of attractive creative and well-used video ad technology, does achieve fruitful results. Behind Puc-Puc’s striking characters, addictive songs, and fun content is Promedia, a creative agency whose work supported the possibilities of AdColony technology. “We worked on content that will capture attention and at the same time provide entertainment, and the results speak for themselves”, said Iva Bolta, director of digital at Promedia.

With this campaign, Puc-Puc managed to increase the curiosity of users and allowed viewers the opportunity to get to know the brand. The campaign reached more than 2 million users, with 1.7 million views, and a video completion rate of 97%. Moreover, over 24,000 users also clicked on the video during the ad.

Out of the total engagement rate of 113%, 30% came from the character gallery, in which users were able to research the character choices to decide which one to use, and the banana character was in fact the favourite. The average score of users who played was 6.7, and the average time spent on the ad increased from 10 to 12.2 seconds.

The Puc-Puc campaign is just one example of how brands can leverage video advertising. These technologies, such as AdColony in Croatia, amongst many more can be accessed through Httpool, guiding companies and brands, and helping to achieve maximum results. Discover the potential for yourselves with video advertising done right, with the help of Httpool.

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Insights & news

Ljubljana, 9th November 2015 – At this year`s City Nation Place forum in London on 4th and 5th November Croatian National Tourist Board supported by Httpool were announced winners in the category “Best usage of social media”. Campaign won among strong competition as example of effective practice in place brand strategy development. The campaign became mysterious star of advertising on the American Super Bowl spectacle.

 

The City Nation Place forum is bringing together the leading experts in the field of marketing and brand management every year to choose the most effective and carefully implemented marketing strategy with returns to awareness and promotion of tourism in the local town, city or region.

The winning campaign of the Croatian National Tourist Board and Httpool took the advertising opportunity during the record viewership of Super Bowl match in the United States. It turned out that both coaches of the US team have Croatian ancestry. That is why Croatia National Tourist Board which was supported by the Httpool place branding strategy, broadcasted the presentation of attractive holiday destination to Twitter in America. During the match the best “selfie” was awarded with a free visit to the town of Rovinj!

“The main goal of the campaign was to present Croatia as an alluring tourist destination among the US citizens,” said Tina Jukić, representative of the Croatian National Tourist Board. Within 12 hours more than 300 “selfies” using hashtags #Croatia and #SuperBowlCroatia were collected, 1.300 new followers were gained, all together 13.290 engagements were recorded. Also the coach of the winning team received the invitation to come “back home”, to Croatia.

“The successful campaign clearly demonstrates that integrating social media into place brand strategy is an important objective and can achieve remarkable results,” said Aleksander Mitrović, director of Httpool Slovenia and Croatia.

Selfie competition was also published in the Forbes article and became one of the success stories of Twitter advertising.

More about the City Nation Place forum can be read here.

Contact for more information: info@httpool.com

 

Httpool, Croatian National Tourist Organization and Twitter teams joined forces and leveraged the power of Twitter’s platform and the euphoria of the 49. Super Bowl for a successful viral real-time campaign.

At the recent press conference it was revealed that coaches of both teams, Pete Carroll (Seattle Seahawks) and Bill Belichick (New England Patriots), are both of Croatian descent. After hearing the news Croatian National Tourist Organization executed a unique PR campaign and announced to offer the winning coach a »trip back home«.

On the day of the sports spactacle Croatian National Tourist Organization expanded its idea among all Super Bowl fans with a real time marketing campaign. Together with the team from Httpool and Twitter, they launched a Super Bowl selfie competition with #SuperBowlCroatia hashtag for the chance to win an all inclusive vacation including plane tickets for 2 persons in Rovinj, Croatia.

»We are excited about the results and the collaboration among the partners. In only a few hours the viral campaign received more than 1,5 million impressions, 13.000 interactions, 1.300 new followers and almost 300 selfies. This proved the power of social media and Twitter once again,« says Aleksander Mitrović, Managing Director of Httpool Slovenia and Croatia.

“Croatian national tourist board did a great job because Croatia as a tourist destination was a common theme in the US media these days. Everything happened very quickly and we were utterly proactive. We have achieved tremendous promotion of our country on the US market and I’m sure that Croatia will be even more recognized as a tourist destination among US tourists now”, says Ratomir Ivičić, Director of Head office of CNTB.

»The success of this campaign really highlights how Croatian brands can take advantage of the real time nature of Twitter,« says Niall Horgan from Twitter.

Insights & news

Hello Balkans!

Facebook recognizes the opportunity for this long-term partnership to aid local agencies and advertisers in reaching greater audiences and engaging in meaningful conversations with users, improving potential of the local businesses.

Httpool, as the new Facebook’s official ad sales partner, will provide support, knowledge and expertise to local businesses and assist them with marketing strategies across Facebook, Instagram, Facebook Messenger and Whatsapp. The goal of the cooperation is to provide in-country support to advertisers in Balkans by a partner with a strong position, expertise and a proven track record in the region.

We’ve designed our reseller program to bring all of our knowledge and expertise to advertisers in countries in the Balkan region where Facebook doesn’t have a physical presence. Today we are excited to go one step further to add even more value to businesses in the region – says Robert Bednarski, Country Director, CEE, Facebook.

This partnership is another proof of Httpool’s leading position and successful execution in the region. We are excited to assist Facebook in introducing the latest advertising solutions to the region and provide brands and agencies a first hand support at the highest execution level – says Aljosa Jenko, Founder and CEO, Httpool.

The partnership will introduce Facebook’s best practices, training, strategy development techniques and local payment options to the region with the help of Httpool’s expert advertising operations processes. Agencies will further benefit from team trainings, direct billing and direct support with advertisement policy issues.

Advertisers in the region use Facebook and Instagram to connect with their audiences in meaningful ways. Thanks to the strategic partnership with Httpool we will be more useful to them providing specially designed trainings and experts’ support – emphasizes Rustam Ziganshin, Reseller Partner CEE at Facebook.

For more information on this strategic partnership, please contact: press@httpool.com

OBJECTIVE

Bluesun Hotels & Resorts is a Croatian hotel chain with 19 properties located in the immediate vicinity of the sea across the most beautiful Croatian beaches and national parks. They are mostly focused on family tourism and offer plenty of family related activities. Their business is highly seasonal and focuses on summer vacations and spring breaks. In order to drive direct bookings, Bluesun Hotels & Resorts wanted to simplify the way of acquiring guest information to customized their offer. They wanted an easy and interactive solution to create a better customer experience. The main objective of the campaign was to increase the number of bookings via chatbots, while providing custom solutions and optimizing agent interaction time per booking.

“TRIPPLED CALL CENTER RESOURCES”

HOW

First step: Bluesun Hotels & Resorts used travel consideration ads with people interested in traveling to Croatia to drive traffic to their website. After segmenting the audience to target their typical bookers (families and couples) they started their brand consideration campaign.

Second step: Following this campaign, Bluesun Hotels & Resorts used Facebook remarketing campaign to engage visitors with Messenger ads that led to chatbot. They focused on visitors who started their booking but did not complete it, or visited the contact form but did not submit it, or showed interest in specific hotel. They acted fast and served Messenger Ads up to 3 days after a website visit.

Third step: Bluesun Hotels & Resorts, together with Httpool Croatia decided to create a chatbot and drive traffic to it with Facebook Messenger ads. After the customer clicked on the “Send message” call to action button, a chatbot led them to the purchase funnel by asking the right questions based on their previous answers. As a result, they got qualified leads for the call center to finalize the booking. Bluesun Hotels & Resorts used lead nurturing and marketing automation to help get better results.

RESULTS

Bluesun Hotels & Resorts saw a 17X return on ad spent after they implemented Facebook remarketing campaigns. The ease of booking through chatbot enabled an exceptional customer experience and lowered the price per lead by 300 %.

CLIENT FEEDBACK

“Chatbot in Facebook Messenger proved to be the most efficient source of qualified leads for our hotels. We needed to triple the size of our call center since beginning of this campaign to respond to all the leads despite of chatbot helping us to reduce the time needed to get information from our guests and having the agent helping during the final stage of their booking”

Krešimir Drvar
Digital Marketing Manager

Facebook recognizes the opportunity for this long-term partnership to aid local agencies and advertisers in reaching greater audiences and engaging in meaningful conversations with users, improving potential of the local businesses.

Httpool, as the new Facebook’s official ad sales partner, will provide support, knowledge and expertise to local businesses and assist them with marketing strategies across Facebook, Instagram, Facebook Messenger and Whatsapp. The goal of the cooperation is to provide in-country support to advertisers in Balkans by a partner with a strong position, expertise and a proven track record in the region.

We’ve designed our reseller program to bring all of our knowledge and expertise to advertisers in countries in the Balkan region where Facebook doesn’t have a physical presence. Today we are excited to go one step further to add even more value to businesses in the region – says Robert Bednarski, Country Director, CEE, Facebook.

This partnership is another proof of Httpool’s leading position and successful execution in the region. We are excited to assist Facebook in introducing the latest advertising solutions to the region and provide brands and agencies a first hand support at the highest execution level – says Aljosa Jenko, Founder and CEO, Httpool.

The partnership will introduce Facebook’s best practices, training, strategy development techniques and local payment options to the region with the help of Httpool’s expert advertising operations processes. Agencies will further benefit from team trainings, direct billing and direct support with advertisement policy issues.

Advertisers in the region use Facebook and Instagram to connect with their audiences in meaningful ways. Thanks to the strategic partnership with Httpool we will be more useful to them providing specially designed trainings and experts’ support – emphasizes Rustam Ziganshin, Reseller Partner CEE at Facebook.

For more information on this strategic partnership, please contact: press@httpool.com