Say Media Takes Kate Upton and Zoo York to the Digital Ad Hall of Fame
Zoo York apparel embodies the attitude and lifestyle of the Big Apple's skateboarding, graffiti and hip-hop community. To showcase its brand, the company put together an irreverent and engaging interactive experience, highlighting the clothing company's latest styles.
Starring supermodel and actress Kate Upton and a couple of cockroaches with attitude, the campaign included videos, rich media and social sharing. Created on Say Media's AdFrames 3 platform, the ad unit featured a series of "choose your own ending" videos starring Upton as well as an embedded "smash-a-roach" challenge and a "lookbook" of the company's current line.
Customers could select from several customized endings to the video story, ensuring that they would spend time with the experience. Meanwhile, roaches crawling in and out of the screen were a hit with the target demographic. With its interactive interface, celebrity star power and rich media, the ad drove high engagement — three and half times the benchmark average click-thru rate.
The popular and well-designed campaign for Zoo York garnered a prestigious OMMA Award for Online Advertising Creativity, which honors advertisers that push the potential of online advertising creative. Unfortunately, we didn't capture high scores on roach-smashing, but it definitely added to the fun.
Watch the campaign highlights in this video – or experience it in action here.