Display ad case study: Cadbury’s marching penguins capture viewers' attention

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Promoting the latest 'Cadbury Dairy Milk Marvellous Ice Creams' campaign, R&R Ice Cream chose PageSkin Plus with the extended header unit to showcase the characters of their campaign.

marvellous.jpg

Case study summary

• Chocolate brand creates display ad featuring animation of the penguins marching across the screen

• Webcam eye tracking system that delivered insights on where people looked and what they engaged with during the viewing process

• Results show sustained attention as the penguins march into view, with focus on brand and ice cream tubs

The challenge

InSkin Media recently partnered with the7stars in order to raise awareness of R&R Ice Cream’s latest campaign, Cadbury Dairy Milk Marvellous Ice Creams. R&R Ice Cream chose PageSkin Plus with the extended header unit to showcase the characters of their campaign.

The solution

ISM’s creative solutions team created the bespoke animation of the penguins marching across the screen, to really bring the campaign to life.

The campaign ran across ISM's portfolio of premium publishers in the UK and targeted British households with kids.

Research process

ISM used a high quality webcam eye tracking system that delivered insights on where people looked and what they engaged with during the viewing process.

This innovative system allowed the most accurate tracking possible, even when people moved, lighting changes or when the face was partially obstructed.

The results

Both heatmaps show sustained attention as the penguins march into view, with considerable focus on the brand and ice cream tubs as well.

Moving heatmap on desktop

Moving heatmap on tablet

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