NewswireToday - /newswire/ -
London, United Kingdom, 2008/09/18 - MailOnline has signed-up the world’s biggest personal care brand NIVEA to its new advertising format the Bellyband, signalling a media first for the online publishing industry.
The campaign is running across four key channels on the MailOnline site, including Femail, Health, Coffee Break and You Mag, until the end of September. The Flash-based ad encourages readers to click-through to the NIVEA website, where they can sign-up to receive a free product sample.
MailOnline’s new Bellyband format stretches across the width of the site and intersects the page to ensure a high level of standout and integration. It was born out of a demand from media agencies for new, exciting and highly creative formats, and so one key objective of MailOnline’s re-design was to create new advertising opportunities that would deliver this.
The NIVEA ad campaign was booked by media agency Carat, and designed by creative agency Fork.
Andy Mitchell, Commercial Director, comments: “MailOnline’s launch of the Bellyband format marks a global media first, and we’re delighted to sign-up NIVEA as our first advertiser. The initial success of the campaign demonstrates the readiness of readers to engage with new creative ad formats that show a clear call to action. We know we have quality, exceptional, trusted content, and MailOnline’s re-design has made sure that we offer advertisers the ability to integrate with this effectively.”
Carl Chakki and Rory Morrin, of Carat, add: “NIVEA is delighted to launch its 'NIVEA soft' campaign utilising the MailOnline's new Bellyband format. In its first week, it has achieved superb standout and impressive click-through rates.
“We utilised the Bellyband format to ensure high impact in a cost-effective manner and would not have been possible without the dialogue between Carat, the creative agency Fork and MailOnline. The Bellyband has tied-in perfectly with the campaign's aim of having a wide reach while being impactful.''
About Associated Northcliffe Digital (AND)
AND is the digital consumer division of Daily Mail and General Trust (DMGT), operating the digital assets of Associated Newspapers Ltd. and Northcliffe Media, as well as key online classified sites such as Jobsite.co.uk, FindaProperty.com & Primelocation.com. Formed by the merger of Associated New Ventures, Associated New Media and Northcliffe Electronic Publishing in May 2006, AND has 148 websites, with a monthly reach of over 25% of the UK internet population.