TEAM DETROIT Focus/MSN Page Takeover – Rich Media Advertising
Ideas are Us
JWT, the nation’s oldest advertising agency, needed a creative partner that could extend and support their in-house creative capabilities. For 7 years, Sagient has and continues to serve as an on demand production vendor and now has earned the trust of JWT to move past production into creative concept development and execution.
The Project
The redesign of the 2008 Ford Focus prompted a big online advertising push including a one day page takeover of the MSN.com web site, due to launch the day after Christmas 2007. The rich media advertising had to grab users attention and prompt them to explore the newly redesigned vehicle.
Oh, and how fast can you do it? Deadlines were tight as usual and Sagient responded with “no problem”. Working closely with JWT creatives and project management to gather assets was invaluable to meeting launch dates.
How We Did It
Sagient provided creative concept development from the beginning of the project. We were invited to participate in early concept meetings and helped steer the concept development process. By doing this we were seen as an integral part of the team and worked closely with JWT’s Online Media development group.
Concepts were filtered and chosen quickly. Once Sagients concept was chosen they went into full swing with development for a one day test on the MSN site by designing and developing the rich media units in house. During the one day live test, Sagients concept was chosen and the rest is history.
Client Benefit
A fun, exciting page takeover that produced a great reaction among users in a usually slow period for car shoppers. As well JWT now has a reliable partner for creative concept development.
