Home » News Room » Outstanding campaign wins award for UKMN

Reading, UK (May 20, 2006) - UKMN, a creative group, has won the Pointroll Beanie Award for delivering an exceptionally effective rich media campaign on behalf of Panasonic Mobile. Run on the MSN portal site, the online promotion produced extraordinary brand interaction and response metrics.

UKMN created the digital campaign on behalf of Panasonic Mobile Europe to promote the innovative VS6 device. Panasonic wanted to highlight the phone's unique 16-million colour high-resolution screen and its inclusion of a pre-installed version of Sega's console classic game Sonic-the-Hedgehog®.

The campaign ran for one month on the high visibility MSN.com portal network, targeting the gaming and mobile channels. UKMN created the promotion using in-house Adobe Flash® technology components to gain the maximum amount of leverage from the Pointroll advertising system.

This allowed for both a compelling design to engage the audience, and a high level of interactivity to showcase the device features. Launched across Europe, the campaign was delivered in multiple languages for the major markets.

The investment by Panasonic in the progressive use of interactive design was reflected by the extraordinary campaign metrics.

The campaign served over four million impressions; in other words, four million people witnessed the advertisements. Only a small percentage of individuals would usually choose to interact with an online advert, and, according to Pointroll, this percentage across all categories of market is approximately 6.2%.

The UKMN campaign out-performed this average, seeing an incredible 29.95% brand interaction rate with users on the mobile and gaming threads of MSN.com.

Typically, brand interaction times for online campaigns are around 9.5 seconds. However, with the solution developed by UKMN, Panasonic managed to achieve an average of 47.26 seconds for this targeted consumer audience - nearly five times higher than average.

Kathryn Stevenson, commercial director at Pointroll, commented: 'The Beanie Award, which is given only to three of the more than 650-plus Pointroll campaigns a month, recognises exceptional creative innovation and the highest interaction rate in a particular month. Winning a Beanie Award is a tremendous achievement, as we serve an incredible amount of ads - more than 40 billion in the last 12 months.

'We applaud UKMN for delivering an exceptionally effective and boldly original campaign, and we're especially pleased to have this creativity and online impact using Pointroll.'

Lewis D. Rowe, creative partner at UKMN, added: 'We set out to create a campaign for Panasonic that would be highly engaging and interactive, and our approach has paid off. The extra investment made in our creativity has clearly been worth it, with the increased brand interaction metrics achieved over typical campaigns helping to increase awareness and sales of their device far beyond what Panasonic were expecting.'

Panasonic, is a worldwide leader in the development and manufacture of mobile communications products. As one of the main business domains for Matsushita Electric Industrial Co., Ltd., best known for its Panasonic brand digital electronics, Panasonic has been developing cutting-edge technologies since its establishment in 1958, including the world's first 3G video handset for the Japanese market in 2001. Panasonic is committed to providing added-value solutions to end-users through its mobile communication products, please visit www.panasonic.com.

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