The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Tv Rich Media Online Ad
About
El Rey Network’s Lucha Underground is a scripted drama that introduces American audiences to the fast-paced, explosive action of the Lucha wrestling style that has excited Mexican wrestling fans for decades.
Challenge
Drive awareness, tune-in and buzz for El Rey Network’s Lucha Underground.
Strategy
Play up the high-flying action and athleticism of the sport and its Luchadores in a digital ad campaign targeting American wrestling and Lucha Libre fans, El Rey viewers and Comic book/Superhero fans.
Solution
We developed a Rich Media overlay that introduces users to the Luchadores and the high-flying maneuvers that characterize the Lucha wrestling style. Without a style guide or any key art to work with at the start of the campaign, we jumped right in and took the opportunity to define the look and feel of the campaign ourselves. We shot footage of the Luchadores and created our own key art in order to create Crave Overlay, which laid the foundation for the overall creative direction for the rest of the campaign.
Highlights
• Over 3.3MM impressions
• CTR of 3.17% (2,542% increase from Crave’s 0.12% CTR benchmark)
• 69% Average Video Completion Rate (Crave's benchmark is 34%)
• 109% click to conversion rate
Contributors:
RED INTERACTIVE AGENCY
Location: USA
About the Agency:
RED is a full-service digital agency. We are comprised of experienced strategists, creatives, technologists, designers, marketers, storytellers, and inventors. And together we form a passionate collective dedicated to creating the most meaningful and effective digital solutions for progressive brands. We consistently deliver results for our clients by first gaining a deep understanding of their needs and target market, and then combining insight-driven strategy & ideation with the highest levels of execution. Ultimately, we find gaps in the marketplace and bring our unique brand of innovation to the digital landscape.