Internet is fun on Vodafone. And Vodafone is fun on Yahoo!, as demonstrated by the super takeover that burrowed its way to the front and center of Yahoo! IN.
As part of its “power to you” campaign, Vodafone India recently ran a rich media execution that took full advantage of Yahoo! India’s premium homepage canvas.
Dubbed the super takeover, this complex piece of digital display advertising is constructed of five separate assets, all built in Flash and executed seamlessly in concert: 1280x1024 non-clickable wallpaper (a.k.a. rich gutters), a 300x250 unit on the right, a floating 750x325 unit, a 980x600 expanded unit and a 25x100 expand button.
The moment the user arrives, the rich gutters fill up the homepage background with a pair of colorful besepctacled critters and the Vodafone branding. The floating 750x325 unit is the transparent unit that auto-plays in the form of the green character burrowing through the home page before squirming to the right where he crawls into the Wikipedia book. Per Yahoo!’s ad policies, this non-user-initated animation is capped at eight seconds and frequency capped to one user per day.
The Ad Tech India team’s chief challenge in this second part of the ad experience was to make the 980x600 Wiki tome appear as a single melded mega-unit with the 1280x1024 gutters. With a bit of ActionScripting, the backgrounds used for the expand and the gutters were tweaked to the same shade.
At any time during the innovation, the user my click the handy close button at the top right to restore the live India content.
Vodafone India’s super takeover is a super example of myriad rich formats being harnessed collectively to create a super digital, super fun, and super interactive experience.
Click here to get the power to you.
--Thomas T. Lady