A study carried out by Eye Wonder and Insight Express with the Energizer campaign “Monsters vs Alliens” shows that rich media advertising formats increased the ratios of persuasion, favourability towards the brand and purchase intention. The study carried out by Eye Wonder, Inc. and Insight Express on the Energizer campaign “Monsters vs Aliens” reveals that advertising campaigns on rich media increase the ratios of persuasion, favourability towards the brand and purchase intention among young mothers, since 34 millions are online and decide on 80% of household purchases. * The study was based on a campaign by the Energizer company, a leader in the sale of batteries Norway Mobile Database for consumer products and personal care, which carried out an online sponsorship of the 3-D animated film “Monsters vs. Aliens ”from DreamWorks Animation and Paramount Pictures production company. Energizer developed an online advertising campaign with the aim of generating a favorable brand association among mothers with children between the ages of 3 and 12 in order to increase interest among household battery buyers.
By using the characters from the film in its online pieces, Energizer wanted to draw the attention of a segment of the population more inclined to know the film due to having minor children at home. The campaign consisted of a microsite where users could access an interactive game with the characters from the film and participate in a contest with the possibility Brother Cell Phone List of winning a “Monster Holidays” The creativity of the campaign was carried out by the creative agency Tequila / LA and the planning of online media in supports related to the target by the agency Mediaedge. The conclusions of the study reveal that those users exposed to the campaign in rich media formats increased the ratios of campaign recognition, favorability towards the advertiser’s brand and awareness of the message associated with the campaign: An increase of 8.8 percentage points in terms of the recognition of the campaign 2.7 points regarding the knowledge of the advertiser’s message in those users exposed to the online campaign
The rich media formats obtained better ratios in terms of persuasion, favoritism towards the brand and purchase intention. All the metrics indicate that the rich media campaign obtained better ratios in those related to the brand, including purchase intention and those related to brand attributes after four or more exposures of the online campaign. Online ad spend in rich media and online video in consumer campaign continues to increase. According to Nielsen Online, rich media and online video formats grew by 15.85% in 2009. In the first quarter of 2009, investment in display formats in the consumer sector increased by 27% from the same period in 2008 **. EyeWonder served nearly seven times as many impressions in consumer campaigns between Q1 and Q3 2009 compared to the same period in 2008. Additionally, the consumer sector is ranked first in impressions served in Q3 2009 and second in banners with online video.