Client : Indus League Clothing Brand : Indigo Nation Campaign: Rich Media banner campaign targeted exclusively at the UAE audience
Background:
Indus League Clothing launched their new INDIGO NATION clothing brand in Dubai and
had just opened a state of the art showroom features a fashion interactive kiosk, the first
of its kind for a garment showroom. Indus League was looking to use the Internet as
part of its media plan to launch the brand in Dubai.
Target Audience:
Indus League wanted to target only residents of the United Arab Emirates.
The ad campaign on CricInfo was configured to be seen only
by CricInfo's audience from the UAE.
Campaign Objective:
Drive walk-ins to the newly launched store in Dubai.
Indus League wasn't particular on forcing a purchase - so they
decided against a discount promotion. The advertiser wanted to
get users to come in and experience a modern garment showroom
and were willing to offer a free T Shirt to every visitor to
the showroom.
An additional objective was to try and capture some data from
the users (name, address, e-mail, telephone details).
Creative:
A rich media banner was chosen for multiple reasons
Enable the capture of data within the banner
Generate a level of excitement and interaction within the banner
The banner was created using Flash. The first frame of the banner showcases
a T Shirt and invites the user to "Tell us who you are and claim this T Shirt
for free". The user clicks on the banner and a form opens up within the banner.
The user doesn't need to be redirected to a different page. The user fills
in the details and clicks on "Submit"
An e-mail is automatically generated with a special code and mailed out to
the user's e-mail address with a copy to the store manager in Dubai.
The user is then redirected to the Indigo Nation web site.
Off-line:
The user takes a print out of the mail with the code and presents it at
the store to collect his T shirt. Indus League achieved its objective of
generating walk-ins and also captured data on the user in the process for
later follow-up.
The banner is still functional. Click on the banner and check it out for
yourself. Fill in the particulars. You'll receive a sample message in a short while.
Alternative for non-Flash browsers:
Most users have a flash plug-in installed in their browsers these days. But
there are still a few who don't have the flash plug-in.
To make sure that they don't see a broken image, CricInfo's ad server senses
the user's browsers to see if the users has the Flash plug-in before serving
the Flash banner. If the user doesn't have the Flash plug-in, a normal animation
gif banner (advertising the free T Shirt promo) is automatically served.
If you don't see the Flash banner on top of this page, your browser does not have the
plug-in required to view it.
