While New Zealand’s sports teams are being put to the test on the world-stage, Manrose is putting banner ads to the challenge in a new responsive digital campaign via Havas.
With the help of Havas, the kitchen and bathroom floor brand has aligned its advertising to the America’s Cup and Lions tour by sharing the accomplishments of New Zealand in real-time.
Using Havas’ digital programmatic tools, the creative team is able to deploy fun, patriotically supportive and amusing headlines on the banner ads within minutes of the wins.
Examples include “Great job Team NZ. Now, Go beat the old Coutts” and “15 Lions mauled in local park”, placing them within New Zealand news and sports destinations online.
And if there isn’t a relevant New Zealand win, the budget isn’t wasted on eyeballs for the sake of eyeballs as the plan can adapt to support smarter timing and messages that will drive a stronger market response rather than standard banner campaigns.
And for the creative effort, according to the release, the click through rates are consistently performing at four times the industry benchmarks.