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Bookseller Whitcoulls ropes in MSN Homepage to drive foot traffic
Whitcoulls was aiming to make a big bang, using a single destination promotional unit to reach the largest possible audience and capture sustained attention. With digital success factors leaning towards engagement and interaction, agency DraftFCB used the Whitcoulls apostrophe to create a game of catch the butterfly (pairs of apostrophes animated as butterflies) within an MSN homepage take-over format.
The campaign generated 435,100 impressions and a click-through rate of 0.34% - exceeding industry standard CTR performance. At 90 seconds, average brand exposure was spectacular – a function of more people playing the game than not.
