Best B2b Rich Media Online Campaign

Sparks Grove, the B2B Agency of Record for Delta Air Lines, was tasked with concepting and developing a brand new B2B advertising campaign in 2014. Sparks Grove’s goal was to push the creativity of the B2B ads, photograph custom B2B imagery, and develop a digital campaign that pushed the technology limits of the B2B digital publication websites.

The target audience for the 2014 digital campaign includes corporate travel managers, travel agents, and small business owners. The objective of the advertising is to spread brand awareness of Delta as the best-in-business airline among their corporate target audience. This audience consists of avid readers of several B2B industry trade publications, so the majority of advertising media dollars was concentrated on the print and digital B2B flagship publications.

Several homepage takeovers were developed for businesstravelnews.com, which included an interactive pushdown rich media unit. The pushdown contained 5 small thumbnails within the unit, and when the user clicked on one of the thumbnails, the message and imagery of the entire pushdown changed. The pushdown was a first for the publication to run – they had never run an interactive unit with multiple panels before on their site, but it proved to be a very successful unit. The pushdown unit had a click through rate of 3.8% during the initial launch week, and the accompanying homepage takeover units had an average click through rate of .15%.

Contributors:

Executive Sponsor:	Rob Sherrell
Chief Creative Officer:	Minsoo Pak
Senior Manager:	Brittany Armstrong
Senior Associate:	Stacia Lorenze
Senior Associate:	Katherine Strate
Producer:	Leslie Browning
Designer:	Ty Griffith
Art Director:	Chris Oh
Delta Sponsor:	Frances Egan
Creative Director:	John Carter

SPARKS GROVE

Location: USA