As part of its new slate of autumn and winter drama programming, ITV commissioned us to produce the digital component to its ‘House of Drama’ campaign.
Featuring a multitude of iconic drama characters from past and present including Inspector Morse, Mr Selfridge and Downton Abbey to name a few, we collaboratively developed a series of high impact creative concepts with ITV Creative which ran across equally high profile media placements.
The Desktop plan comprised of highly custom homepage takeovers including a character from ‘Mr Selfridge’ walking across the homepage of MSN and this was complemented by interactive Billboard formats housing the star-studded 90 second promo as well as a series of character-centric, video MPU formats. On Mobile, we produced tap-to-expand rich media mobile formats featuring different talent from the various shows in the drama line up to help dial up the excitement.
Another highlight of the campaign was the beautiful, multi-orientation iPad ‘Interstitial’ ad which ran in the apps of The Guardian and The Telegraph. Using the outdoor print asset as our starting point, we brought an extra dimension into play with the inclusion of interactivity, leveraging that wonderfully under-exploited medium of touch! A simple pan across the image revealed a lot more to the creative and interactive hot spots allowed the user to discover more about their favourite ITV shows with links out to different destinations to watch directly on ITV’s on-demand platform. Not only was this piece a highlight of the activity creatively, the post campaign results showed that it over-delivered on interactions too, smashing the respective benchmarks of both The Guardian and The Telegraph.