The Web Marketing Association is proud to present this 2008 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Entertainment Rich Media Online Ad
National Geographic Channel’s “The Incredible Human Machine” was a two-hour television journey through an ordinary, and an extraordinary day-in-the-life of the human machine. The challenge was to create a rich media ad unit that would drive awareness and intent-to-view by allowing audiences to discover for themselves the marvels of the human body presented in the show. RED’s strategy was to engage National Geographic Channel’s broad adult audience with bold moving graphics, tune-in information and a strong call to action in the initial portion of the ad. When users engaged with the ad they were able to navigate over an animated human body and explore corresponding video highlights depending on the body part they clicked. This rich media ad unit was used to raise awareness and excitement about the show and to drive audiences to the show’s website. The interactive video features gave users a chance to sample, through their own exploration, the video highlights from the show. The results from this ad unit were impressive, including a video completion rate of 83%. The combination of design, 3D modeling and animation, After Effects, and Flash motion bring the human body to life and immerse the user in its complex machinery. The Incredible Human Machine Ad Campaign inspired National Geographic Channel’s diverse audience with curiosity and wonder by engaging them with interactive environments and allowing them to immerse themselves in the Incredible Human Machine.
Contributors:
RED INTERACTIVE AGENCY
Location: USA