G-Shock success claimed by Casio.

Casio has claimed that its G-shock watch brand's first venture into online advertising in the UK has been a big success.

The banner campaign, handled by Real Media, was designed to promote g-club.net (www.g-club.net), G-Shock's club culture and lifestyle web site, which was created by agency Travis Sully Harari. It was placed exclusively on the Ministry of Sound's web site (www.ministryofsound.com) over a five-week period. Five separate creative executions of the banners were used, with an average clickthrough rate of 2.54 per cent.

The banners were most effective when they appeared next to feature content, rather than actual music downloads. The most successful execution was a search banner, with a pretend drop-down menu of clubbing options, which linked to the search section of g-club.net.

According to Jonathan Bill, account executive at Real Media UK, the results were achieved through sensible targeting, and intelligent use of creative within an editorial environment. "We believe that the Ministry of Sound web site provided a perfect platform for Casio to communicate with a clued-up and active youth audience," he said.

Jeremy Wright, director of Travis Sully Harari, said: "It proved to me that if you monitor a campaign daily, you can reverse the usual downward trend in terms of clickthrough." He added that around 50 per cent of g-club.net's visitors were in G-Shock's core target audience of 21 to -25 year-old clubbers. When asked to rank the site, he said 55 per cent of visitors had given it 10 out of 10: "People who are really into clubbing are very appreciative of what we're doing."

Casio has claimed that its G-shock watch brand's first venture into online advertising in the UK has been a big success.

The banner campaign, handled by Real Media, was designed to promote g-club.net (www.g-club.net), G-Shock's club culture and lifestyle web site, which was created by agency Travis Sully Harari. It was placed exclusively on the Ministry of Sound's web site (www.ministryofsound.com) over a five-week period. Five separate creative executions of the banners were used, with an average clickthrough rate of 2.54 per cent.

The banners were most effective when they appeared next to feature content, rather than actual music downloads. The most successful execution was a search banner, with a pretend drop-down menu of clubbing options, which linked to the search section of g-club.net.

According to Jonathan Bill, account executive at Real Media UK, the results were achieved through sensible targeting, and intelligent use of creative within an editorial environment. "We believe that the Ministry of Sound web site provided a perfect platform for Casio to communicate with a clued-up and active youth audience," he said.

Jeremy Wright, director of Travis Sully Harari, said: "It proved to me that if you monitor a campaign daily, you can reverse the usual downward trend in terms of clickthrough." He added that around 50 per cent of g-club.net's visitors were in G-Shock's core target audience of 21 to -25 year-old clubbers. When asked to rank the site, he said 55 per cent of visitors had given it 10 out of 10: "People who are really into clubbing are very appreciative of what we're doing."



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