BT utilised Activision Blizzard Media’s 100% brand safe mobile platform to boost brand impact for its ‘Code a Cake’ campaign—a digital initiative that explores the world of coding. Through a brand lift study, BT was able to test the effectiveness of its video ad in a premium and fully opt-in environment.
Drive awareness and visit intent among parents for BT’s 'Code a Cake' website.
To reach its target audience of parents, BT leveraged King’s UK gamer base—40% of which have children under the age of 18. Through eye-catching rewarded videos that featured clear branding, the campaign helped BT drive brand exposure. Moreover, the inclusion of an end card provided those considering the ‘Code a Cake’ program with easy access to additional information.
The campaign's natively integrated video ad was highly successful, delivering across all key performance metrics. Additionally, the campaign had a CTR that was more than double the industry average.
The campaign was a huge success in promoting BT’s ‘Code a Cake’ initiative, driving statistically significant impact across both brand metrics. Ad exposure resulted in an exceptionally high lift in awareness, with a +38% point increase. Additionally, visit intent to the website increased by +6% points.
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