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mCanvas, the experiential storytelling ad platform for small screens, and Mindshare, the media agency of GroupM, created an innovative mobile experience for Saint-Gobain Gyproc India to promote its designer ceilings.
Encouraging users to physically pan their phones up, the ad uses the gyroscope and accelerometer motion sensors to display a variety of ceiling designs that Gyproc has to offer.
On understanding the brand’s brief, mCanvas built a creative that showcased different ceiling design options, along with a customiser experience. Physically panning their phone upwards, the ceiling of the house is revealed, along with a carousel of ceiling options. Reaching the closing screen with the brand’s messaging, a ‘Watch Video’ CTA enables users to watch the TVC of the campaign. Another CTA ‘Select Your Ceiling’, directs users to the website, wherein they can choose a ceiling design that would fit perfectly and make the overall design of the home look elegant.
Reaching over 3 million users, the campaign is witnessing an impressive 1.7% click-through rate, which is over eight times the 0.20% industry average for mobile banners. Users are spending over nine seconds, on average, engaging with the creative, with 8% of users visiting the landing page.
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Aninda Gupta, Saint-Gobain Gyproc India, said, “Breaking through the clutter of ads that flood the online space is a task, and we were on the lookout for a concept that would capture our users’ imagination. Purpose of using this innovative technology was to give an experience by involving our audience as compared to generic banner ads.”
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Vishal Rupani, Co-founder & CEO, mCanvas, said, “Striking the right balance between keeping audiences engaged and informed, has always been a challenge for advertisers. The key here is to implement the right type of innovation, which will add value to the overall ad experience. The pan-up feature in this campaign creatively promoted the brand’s product in a distinctive manner.”