In 2015, as part of full service activities, we prepared a hybrid commercial for Nescafé Dolce Gusto, available in smart TV service. We decided to focus on the interaction with the viewers who could select which version of the commercial to watch: presenting flavours or demonstrating possibilities of Oblo coffee machine. Being somewhere between ATL and digital advertising, the hybrid commercial allowed us to create an innovative project that attracted a great number of customers.
The four-week campaign guaranteed over 920,000 views of the teaser. But there are more numbers. Every 3rd person interacted with the application, spending an average of 14 minutes there and, in result, we achieved 2 times longer interaction time than other hybrid ads*.
* and 4 times longer than the VOD Christmas campaign for NDG Content (but please don’t tell anyone).