The Power of Interactive Mobile Advertising



Objective:

The objective of the "Bottle Up the Savings" iAd was to create an engaging and interactive experience for users to **reinforce GEICO's brand promise of savings and position insurance as a desirable product rather than a mere utility.**

Target Audience:

The target audience for this iAd campaign was iPhone users who could interact with the ad within the iAd platform. 

Brand Elements:

The iAd leveraged GEICO's well-established brand elements of savings and fun. The interactive game centered around the concept of "bottling up savings," creating a playful and memorable association with GEICO's value proposition. 

Platform and Experience:

The iAd utilized the interactive features of the iPhone platform to create a gamified experience. Users participated in a series of mini-games: catching falling fruit, shooting fruit into a blender, and bottling the resulting liquid. This gamified approach aimed to increase user engagement and deliver the brand message more effectively. The iAd concluded by allowing users to create a personalized label using uploaded images or stock options and have it sent to them. This feature provided a tangible takeaway for users while collecting valuable contact information for future marketing opportunities for GEICO.

Key Success Factors:

• Gamification: The interactive game mechanics kept users engaged and entertained, reinforcing the message of saving money with GEICO in a fun and memorable way.
• Personalization: The ability to create a custom label and receive it provided a tangible incentive for user participation and data sharing.
• Platform Integration: The iAd effectively leveraged the iPhone's features to create a seamless and immersive experience.

Results:

The "Bottle Up the Savings" iAd was highly successful within the iAd platform, garnering industry leading statistics and analytics from Apple. It exceeded typical ad engagement metrics by holding user attention for extended periods. The campaign effectively gathered user contact information for future sales opportunities.

Key Takeaways:

The "Bottle Up the Savings" iAd demonstrated the power of gamification and personalization in mobile advertising. By creating an engaging and rewarding experience, the campaign successfully reinforced GEICO's brand message and collected valuable user data. The project highlighted the potential of interactive ad formats to transform advertising from a passive experience into an active and enjoyable interaction.