Page 187 - Best Digital Marketing Campaigns in the World

178 The Best Digital Marketing Campaigns in the World
Marketers, we all remember the days when the internet was criticized for
being too unemotional and ‘flat’. Creatives didn’t like the restrictions and
sometimes dismissed the medium on the basis that ‘banner ads don’t make
you cry’. This campaign proves that digital has gone beyond other media – not
only can it evoke emotion but its power to engage and stimulate more discus-
sion and interaction is simply unmatched by any other medium we have ever
encountered.
Also note the increased level of contributions – up by 45 per cent. When it
comes to ‘giving’ it is useful to know that internet users are usually a more
affluent audience with access to credit cards thereby reducing the barriers to
return on investment (ROI).
One of the Barnardo’s ads running on the Guardian website – clicking on
the ad switched to the full-screen HD experience.

Links to campaign creative

●● http://creativity-online.com/work/barnardos-hunted/1
●● http://www.grazeourfield.com/barnardos/troubledyouth/