How Amnesty International Got Massive Returns -- With YouTube Banner Ads

By adageeditor@adage.com (George Slefo)


The banner ad may be a crime against advertising, but creative agency Air Brussels appears to have found an extremely effective way of using the internet’s oldest ad format.

Amnesty International tasked the agency with getting people to sign petitions for humanitarian crimes committed across the globe. A difficult task in any medium, they said, but found tremendous success by putting a creative spin on YouTube banners.

The banner ads were shown at the bottom of a video and looked like subtitles — not ads. Each banner then had a call to action to visit the Amnesty’s page concerning the specific issue.

The banner ad may be a crime against advertising, but creative agency Air Brussels appears to have found an extremely effective way of using the internet’s oldest ad format.

Amnesty International tasked the agency with getting people to sign petitions for humanitarian crimes committed across the globe. A difficult task in any medium, they said, but found tremendous success by putting a creative spin on YouTube banners.

The banner ads were shown at the bottom of a video and looked like subtitles — not ads. Each banner then had a call to action to visit the Amnesty’s page concerning the specific issue.

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Source:: Advertising Age Digital

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