Cannes Lions

THE BRIGHTEST ONLINE AD

PUBLICIS MUNICH, Munich / LUPINE LIGHTING SYSTEMS / 2013

Awards:

1 Bronze Cannes Lions
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Overview

Entries

Credits

Overview

Description

An online ad for Lupine Lighting Systems within the BIKE Online Magazine to promote the brightest mountain bike lamp in the world: The Lupine “Betty”.

We created a unique experience for all readers of the BIKE Online Magazine: Subscribers of BIKE could only read their magazine if they turned on the Lupine Bike Lamp. 100% attention for the product in use was only a beginning: Readers who shared the idea in their social networks automatically distributed a link to a sneak preview, where the Lupine Lamp only illuminated a smaller part of the magazine. To read the whole magazine users were asked to order a trial subscription.

The media is 100% relevant to the product and 100% of the readers literally used it and experienced that the brightest bike lamp was even able to illuminate a 300 page online magazine. But what started with an online ad for Lupine Lighting Systems ended up with a unique cross promotion between BIKE magazine and the brand. With success for both sides.

- The product was turned on 22.353 times

- 21.345 shared the idea

- 13.500 impressions to the sneak preview in just 4 days

- 36% more unique visitors on lupine.de

- 6% more subscribers for BIKE Online

Execution

The media is 100% relevant to the product and 100% of the readers literally used it and experienced that the brightest bike lamp was even able to illuminate a 300 page online magazine. But what started as an online ad and promotion for Lupine Lighting Systems ended up with a unique cross promotion between BIKE magazine and the brand with success for both sides.

Outcome

- The product was turned on 22,353 times

- 21,345 shared the idea

- 13,500 impressions to the sneak preview in just 4 days

- 36% more unique visitors on lupine.de

- 6% more subscribers for BIKE Online

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