Recently our very own Vice President of Marketing and Business Development – Salome Sallehy – sat down with Luxury Daily to discuss Harry Winston’s new mobile Secrets ad campaign on Harper’s Bazaar digital publication. The ad used the “screen takeover” technique, covering the home page of Harper’s Bazaar, Salome sheds some light on why this approach is effective when executed correctly.
“Harper’s Bazaar is a glamour content destination for a wide range of readers including the affluent Gen X and Y’s” Salome said. “The screen takeover ads are effective in that they don’t get missed, but are usually experienced on the other ends of the spectrum; the mobile user is either really annoyed, or really delighted, depending on context and relevance.” She added.
The Harry Winston Secrets ad features a film, where the consumer is led through a large empty home, into a secret door that looks like a mirror. The concept was that each piece in the collection had a hidden gem waiting to be discovered, hence the “Secrets” campaign.
Salome shared her insights, and expertise stating “in this case, the context is very fitting in that the content is aligned with what the mobile user is already discovering, so there’s a good chance they won’t be annoyed. However, when a mobile experience is disrupted with something unexpected, the user is more likely to have a positive reaction if they feel that the content being presented is relevant and exclusive to them.”
Screen takeovers, when applied in the right context can actually be pretty useful, especially around the holiday season when shoppers are looking for that special gift. The ads allow for you to be a part of an exclusive deal that is likely only available for a limited time, without detouring you from the original website you intended to view.
“Since Harry Winston doesn’t engage in ecommerce, their mobile marketing efforts are to drive traffic to the stores and partner retailers and that’s a pretty tall order for a mobile ad if the user isn’t encouraged to get better acquainted before the trip.”
Tweet us your thoughts! Would you be annoyed or delighted if you went to your online shopping destination, and a screen takeover ad informed you about a feature, or deal? @plasticmobile