Fisher-Price, on top of the game
Artefact worked with services provider adn.ai, pioneer of conversational intelligence, to create a rich media display experience for our client Fisher-Price (Mattel).
The campaign was selected as a Finalist for digital marketing competition La Nuit Des Rois 2022, in the digital advertising category.
Audio, an untapped media
Audio as an advertising method has been growing in recent years thanks to the development of podcasts, vocal assistants, voicebots, and audio messaging.
It is becoming a new trend in display media that answers new user behaviours across the full spectrum of ages.
Create conversations with the user
Adn.ai specialise in creating multi-channel conversational experiences. The company has developed the TALK-IN® audio innovation.
It is the first voice and creative service platform connecting brands and clients through voice enabled advertising as content interaction.
The technology has shown early promises of engaging and converting audiences at unprecedented levels through voice-based advertising.
Conversational marketing is a great new way of engaging in real-time conversations with buyers and customers.
An operation that fits the brand’s DNA
为了支持费雪牌正在进行的数字化营销战略，即取悦消费者和使用创新类型的内容，Artefact ，与adn.ai合作进行了一个使用互动富媒体的广告活动。
该活动的目的是提高潜在买家对该品牌的认识。
程序化媒体购买是根据相关信号（如浏览器行为）针对大型受众进行的，以触及有迹象表明是父母的网络用户。
The creative relied on sound and interactivity to engage web users.
The message of the ad used some humour to convey the facetious tone of the brand and let children (and parents) know how they can enjoy the range of Fisher-Price products.
The format illustrated the products benefits of the brand for children and parents and reinforced the brand positioning towards a young target.
The interactive part of the ad happened through a short quiz that allowed visitors to engage in a dialogue.
The conversation was meant to qualify the customer and direct her to the relevant Fisher-Price products.
A successful approach in the long term
With this campaign, Fisher-Price enjoyed top funnel success.
The visitors that were exposed to the ad had a strong interaction with the creative.
The interactivity of the format helped the brand reach a high click through rate level, compared to regular ones.
Incidentally, the campaign was not just a one-off but was a year-long effort. The operation played on different moments of the year through the use of humour with conversational formats.
The target audience was exposed to different types of messages with a consistent brand voice during the whole period of the campaign. This strategy helped users show familiarity with the campaign assets and improved engagement.
An activation that brought high engagement and while being compliant
The conversational display format provides a hybrid experience that utilises the strengths of sales assistants and personalised user interactions along with the reach that only digital can bring.
Without using any personal information or capturing any type of data, the format allows for an interactive experience within the boundaries of user privacy without leaving the media ecosystem.
The format also doesn’t interrupt the browsing experience as it is only activated after the user gives permission to the ad unit to enable audio and starts the dialogue.
A successful approach for a client ready to experiment
The interactive campaign using audio and dialogue managed to receive a better engagement than creatives with just visuals and text.
It shows that adding a conversational component to banner ads can be highly beneficial, especially when working with a full-service partner that takes care of the creation and production of assets in a timely manner and on a budget.
Conversational and vocal brand content is an interesting avenue to consider for brands that have a playful tone of voice.
Brands that want to innovate in their digital marketing and improve their ROI should take advantage of the voice revolution with bold solutions to stand out from the crowd.
Rich media through conversations and audio can be used for a variety of actions depending on the objective of the brand: call back, drive to store, voice commerce, pushing content, user survey, pre-sales qualification …
