Radium One generate buzz and excitement for an upcoming new handset launch.
The challenge of the campaign was to generate buzz and excitement for upcoming new handset launch.
Radium One adapted existing TV and online creative into a complementary mobile video ad unit, creating a cohesive brand message across all media. The campaign leveraged a Tap-To-Play video unit to emphasize and highlight the device's innovative feature set and focussed delivery of the campaign to tech enthusiasts and early adopters via strategic media buys across premium Tech, News, and Social applications included in the RadiumOne Mobile network.
An astounding 90% video completion rate was achieved. The eCPV rate was 30% higher than the online display ads.
Post-campaign brand study showed 32% higher lift in the brand's favorability.
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