For consumer goods company LG India, mCanvas launched a programmatic ad across high-end mobile websites to showcase its product, the InstaView Door-in-Door refrigerator.
With their refrigerator, the InstaView Door-in-Door, LG India sought to reassure customers that their food would stay fresh. To do this, it launched a marketing effort to raise awareness of the characteristics of the appliance.
With omnichannel tactics coming into play now more than ever, LG’s new Door-in-Door Refrigerator campaign brings forward an innovative user experience, helping create greater awareness over time, according to Monaz Todywalla, CEO of PHD India. The adoption of a programmatic, data-driven strategy allowed them to personalise and offer the ad experience to their audience at the appropriate time and in the right place, resulting in greater user engagement and performance, as ad money is now being spent with more intent and purpose.
According to the agency, consumers stayed with the advertisement for an average of more than 8 seconds, resulting in an over 4.5x greater engagement rate. The interactive component of the advertisement helped increase user engagement, which in turn helped produce positive results by allowing consumers to actively participate in the ad experience.
As per brand consultant, Abhimanyu Mishra from Brandfizz, the fundamental goal of interactive advertising is to get viewers to participate with it in some form and give input on a campaign either directly or indirectly.
LG India has produced another potent refrigerator with the InstaView Door-in-Door. Banya Saikia, Regional Head-Ad Sales (North), mCanvas, said, to completely portray its strength, they implemented the engagement solution and incorporated powerful technology, like augmented reality and colour detection, to provide the viewers with an immersive ad experience.
The major USP of the refrigerator is to preserve food fresh from the farm, so they required a mobile advertisement to assist them in explaining this. mCanvas presented an extremely creative ad concept that enabled them to effectively convey the message that green is frequently linked with freshness, stated XMarketing Head-Home Appliances and Room Air Conditioners, Ajay Kumar Sharma.
According to mCanvas, who distributed the programmatic advertisement across high-end mobile websites, the campaign reached more than 7.3 million users nationwide. The promotion then debuted the InstaView Door-in-Door Refrigerator, urging people to turn on their phone cameras and look around for green objects.
A combination of colour-sensing technologies and augmented reality enabled the interaction. Users were directed to the brand’s landing page for additional details on the refrigerator via the CTA “Know More” on the final screen.
