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.
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.”
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.”