Silverpush Creates Award-Winning Campaigns with Top Brands In MENA
Wins 4 MMA MENA Smarties awards
across 3 key categories - innovation, cross-device and programmatic.
The outstanding campaigns created by
Silverpush performed brilliantly at the MMA MENA Smarties Awards ceremony held
on February 10th at Five Palm Jumeirah, Dubai, by winning one Gold, two Silvers
and one Bronze.
Signal and Magna Global & Silverpush won
a Gold award under the cross-media category for the Signal – UNICEF campaign. Again,
for the cross-media category, Nissan Middle East and OMD UAE & Silverpush won
a Silver for the Nissan Middle East – Cricket World Cup Live Sports SYNC
campaign. Telfast (Sanofi) and Mindshare & Silverpush won a Silver and Bronze
for the Telfast Weather Sync *Achoo* campaign under the programmatic and
innovation categories respectively.
All of the campaigns were powered by Silverpush’s
real-time moment marketing platform – Parallels. Parallels enable effective
real-time TV ad sync and real-time live moments sync.
Signal partnered with Magna Global and Silverpush
to launch a CSR UNICEF campaign to promote oral health in Egypt. Silverpush
created real-time ad sync between Signal toothpaste commercial on local
Egyptian TV and Signal’s ad on high-reach social media platforms - Facebook and
Instagram. Thus, those viewers that shifted their focus to their smartphones
during ad-breaks were effectively targeted. The TV commercial promoted dental hygiene
to kids while the ad on social media platforms delivered a message about the product
benefits. Apart from self-sync, Silverpush also created a competition-sync to
show Signal’s ad on Facebook and Instagram when a competitor’s toothpaste ad
aired on the TV.
The campaign turned out to be highly
effective. The campaign achieved a video view rate of 28%, which was 4 times
higher than obtained with the non-sync campaign. A post-engagement rate of 28.5% was
achieved which significantly surpassed the earlier rate of 0.07%. The completed
view rate that started with 49% reached a whopping 72% by the end of the
campaign. What is worth noting and interesting is that out of the total video
views delivered, 73% were watched with sound on. The campaign achieved an impressive
estimated ad recall lift rate of 7.3%.
For Nissan’s campaign, Silverpush
leveraged its real-time live sports sync technology. For four years, Nissan has
been the sponsor of the International Cricket Council. To strengthen the association
of Nissan with cricket, Silverpush ran a campaign during the World Cup on
Facebook.
Silverpush found that only 15 decisive
minutes of the game get debated again and again. These are the best moments for
connecting a brand with the consumers. Silverpush capitalized on these moments
by syncing them with the relevant content on Facebook. Being related to the
key game moments, this content was found more engaging by the fans and made
Nissan a part of this engaging experience. Nissan's brand relevance rose by
21%, purchase intent increased by 5% and brand image improved by 10%.
For Sanofi’s anti-allergic Telfast tablets,
Silverpush ran a moment marketing campaign, powered by weather sync technology,
in the Middle East. In the Middle East, weather changes frequently, even during
the same day. Due to this, people there are affected by allergic rhinitis all
year long, unlike those in other parts of the world.
Silverpush identified specific weather
conditions that lead to a surge in allergic rhinitis. Depending upon the
weather conditions and other triggers such as dust, mold, mites, etc., the most
relevant ad messages were communicated to consumers in real-time. The results
of the campaign were highly impressive. Over double-digit growth in sales occurred
during the campaign duration. The view rates touched the sky and the ads that
ran only during the weather triggers performed 85 times better than others. Trigger
targeting increased click-through rate by 111%.
Silverpush’s prime focus has always been
to deliver highly effective campaigns through its innovative technology to provide
unprecedented reach and user engagement to brands and impactful brand
experience to users. Silverpush’s award-winning campaigns serve as a testimony to
this fact.
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