Escor-Z Urges Users to Boost Immunity Amid Pandemic with Data-Driven Mobile Ad; Features the Number of Containment Zones Within a 5-Kilometre Radius of User
mCanvas, the experiential storytelling ad platform for small screens, has created a rich-media mobile ad for Escor-Z to create awareness about its Vitamin C and Zinc effervescent tablets that are trusted by doctors, as a solution to boost immunity and stay healthy during the pandemic.
In order to highlight the dire situation caused by the coronavirus, it was important to create an insightful and engaging experience for users on mobile with novel technology that would help deliver the brand’s message in a distinct manner. Integrating a COVID-19 Containment Zone API, the ad-enabled users to see the number of containment zones around their addresses within a radius of 5 kilometres. The campaign then positioned Escor-Z’s products as a smart choice to help boost their immunity against the virus.
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Conceptualised by Escor-Z to engage users creatively, mCanvas developed and executed a mobile ad that first prompts users to turn on their phone’s location to proceed. Displaying the number of containment zones, the campaign then urges users to stay healthy by tapping on the screen and saying “Boost my immunity”. Using speech recognition technology, the ad transitions to the closing screen, displaying Escor-Z’s vitamin C and Zinc effervescent tablets and the CTA ‘Shop Now’, that directs users to the brand’s website for more information.
Reaching over 1.9 million users, the campaign is witnessing an impressive 2% click-through rate, which is 10 times the 0.20% industry average for mobile banners. Users are spending over 9 seconds, on average, engaging with the creative and is seeing 23% users visiting the landing page to know more about the product or make a purchase.
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Sushant Raorane, Co-founder and Director, Adroit Biomed Ltd. said, “Given the current situation, it was important for us to explore innovative ways to spread awareness on the importance of Vitamin C and Zinc and etch our mark in the minds of the citizens of India. The mobile-led ad created by mCanvas served as the perfect platform to deliver an insightful and engaging ad to users, building strong brand recall.”
“Coupling creativity, technology and relevancy, brands have to deliver additional value to customers for build strong brand recall. By showcasing containment zone data based on the user’s location, we successfully managed to educate and engage them innovatively,” said Tridip Biswas, Digital Marketing Manager, Adroit Biomed Ltd.
Akshay Mohini Nandoskar, Regional Sales Head – West, mCanvas commented, “In these challenging times, it’s imperative for brands to deliver helpful and memorable experiences to users. For Escor-Z, we wanted to create additional value through our tech-enabled ad that helped make users aware of containment zones in their area, elevating the overall brand experience.”
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