The return of an iconic luxury flip phone
To introduce the target audience to the Motorola Razr, encourage them to consider purchasing it, and make it clear that they can buy it at MediaMarkt, we utilized Elastic Native. This in-house developed distribution technology disseminates native content across our entire network, regardless of title, based on data. This allows us to target only the desired audience with specific content, thereby increasing the campaign’s effectiveness.
Impact with the Fluid Ad
We combined this native content with our Fluid Ad, a display ad designed to look like editorial content. This high-impact ad format actually has a higher CTR than standard display ads. In this way, we not only generated awareness for the Motorola Razr and MediaMarkt as a retailer, but we also effectively guided interested users to the website to explore the product’s specifications.
What were the results?
The campaign achieved strong results on both objectives. The Fluid Ad campaign achieved a CTR that was 4.5 times higher than the benchmark. In addition, MediaMarkt observed that the use of Elastic Native attracted a higher-than-average number of new users compared to other branded content initiatives. This resulted in lower average costs per session.
