The ChallengeThe client had a small media budget and wanted another low cost channel to distribute the TV ad to a wide audience.

The StrategyAn email marketing campaign was developed and distributed to 80,00 targeted opt-in email addresses across the UK. The audience was profiled as 18-34 years old 60/40 male/female who are interested in gaming and entertainment sites.The Creative SolutionWe created an animated story from pre-commercial, to commercial and then to post commercial by allowing the user to “play it for real.” Since the TV ad is based on a ‘Russian roulette’, the pre-commerical scenerio sets the stage for the element of risk and game playing while the commercial is downloading in the background. Then the Ad plays, finishing with the option to test your own luck again the opponent from the commercial by playing the same game as just seen.

The Results10,844 click throughaverage click through 13%The game has been played over 4,500 times