Meet Miguel Genovese – Interactive Creative Director, No Bull Shit NBS in Brazil discusses the innovative Batavo Prize Winning Fridge campaign served by MediaMind.


 What is your favorite brand experience?

Our most recent successful campaign has been ‘Batavo Prize Winning Fridge’. We used at MSN, in a playful way, a very interesting format. The Homepage Takeover has shown that innovative formats allied with a good idea can bring the clients very good results.

What was the brief for the Batavo campaign?

Come out with a promotion in which if the consumer bought some Batavo products and registers a code on the website of the company, he could compete to win refrigerators filled with R$ 50,000.

How was this particular format chosen for the campaign?

For the launch of this campaign, we wanted to generate impact on the consumers and create as much visibility as possible. The Homepage Takeover format allows amazing tecnological and creative features.
How did you come up with the creative idea?

Our team explored one of the most popular icons in the world: the refrigerator magnet. When we gave life to them, the small figures became the main characters of the story that we wanted to tell.

What feedback/results have you received?

The number of leads was amazing, but the repercussions on the social media networks was also overwhelming. People sent lots of messages to congratulate us about the creative utilization of this format at MSN.

What is your idea about the perfect working day?

I think a perfect working day is when all ideas are understood by everybody in the agency as well by the client. So, they are sure that these ideas can be powerful and valuable to a brand or a product.

When does your muse visit you?
We are our own references. If every day we can improve our knowledge and learn new things, especially about human behavior, it will be easier to communicate our ideas with more efficiency and creativity.

How did you start working in digital advertising?

I started to work with digital advertising in 1997, when I managed the account of an internet service provider. Everything was a big laboratory of ideas. In fact, that period of experimentalist innovations prepared myself, already at that time, to be an integrated marketing professional today.

Data provided by Chinese web publishers are often hyper-inflated. Thoughtful China, an online English magazine, debuts with a hard look at the lack of accurate data in China’s digital market and speaks with industry leaders, including MediaMind’s Country Director Clement Tsang, on how to overcome that challenge.

Reach and Frequency metrics have been around for a long time and yet often times media planners are not able to make the best use of them. I’ve read many articles about the rigidity of the metrics and how it limits the work of a planner (for example here).

1)      Pull the frequency report on a regular basis for your campaign. That way you can see the cumulative impact on your frequency. As your campaign progresses over time, your distribution of unique will change as you reach new and repeat users.

2)      Pull the reports at the most granular level offered by your ad-server, in the case of MDMD you can do it at the Ad-level (sorry had to do a sales plug!).

3)      If your goal is to maximize your unique reach and if you want to optimize your placements, then do the following:

a.  Calculate the cumulative unique for each frequency at the placement level

b.  Calculate the contribution of unique by frequency for each placement to the site’s unique.
This will allow you to see for each placement what frequency puts you closer to the unique of the site. For example, placement 1 reaches 80% of your unique with a frequency of 3 whereas placement 2 does it with a frequency of 5, so in this case you can remove placement 2 from your plan and if you are satisfied with 80% reach, you would frequency cap placement 1 at 3 impressions per unique.

4)      If your goal is to maximize for conversions, here are the steps to optimize your placements:

a.  Calculate the “Conversions by Frequency” for each placement

b.  Calculate the “Conversion rate by frequency” and frequency cap when the conversion rate goes below your benchmark

c.  The other option is to look at the contribution of each frequency to the total conversions and utilize the 80/20 rule to frequency cap. You will frequency cap the specific placement once you have reached 80% of the conversions.

5)      If your goal is to maximize ROI, here are the steps to optimize your placement: (Warning! This is a bit math heavy!)

a.  Calculate the “Conversions by Frequency” for each placement

b.  Calculate the ROI for each frequency using the following formula [(avg. revenue * number of conversions – total impressions to frequency * media cost) / (total impression to frequency * media cost)]
If you don’t have the media cost (CPM) for each placement, you can use the eCPM for the campaign to give you an approximation.
Then just frequency cap when you have negative ROI!


Sounds complicated, reads complicated but it is just a bit of math applied to the proper report. (As a disclaimer we are making the necessary adjustments to our reports so you don’t have to do it! )


As one of my favorite persons in the world (Albert Einstein) said “Everything should be made as simple as possible, but not simpler”.

-        Pablo Cohan,  Manager, Product Planning

As part of our quest to keep the MediaMind Blocks platform* updated with new, innovative and useful features, we have recently released 5 entirely new Blocks, and added an AS2 version to the Windows live Messenger Full Screen block.

So, without further ado, here they are:


Accordion Reveal     

The accordion reveal manipulates the publisher site’s appearance – the page folds in an accordion-like manner to reveal the ad beneath it. This format is best suited for homepage takeovers.

QR Code Generator

The QR Code Generator enables generation of a QR code at run-time (when displaying the ad).  This is a very useful tool for direct response campaigns as it enables users to interact with an ad through their mobile device.  For example, it can be used for generating a targeted/local QR code coupon with Smart Versioning.


  Levitator

Here’s another cutting edge format.  The Levitator takes the site’s page and ‘lifts’ it off the surface, and then lowers it down to free up a clean space for the ad.  This space can be used for a video, a banner, or whatever is needed to make the brand stand out.  Like the Accordion reveal, the Levitator works very well with homepage takeovers.


Mouse Tracker

Use this Block to reference the mouse location inside the creative.


As with all Blocks – demos, documentation, and, of course, the code itself, are ready for download here


And if you have an idea for a Block – just email BlocksFeedback@mediamind.com


Boaz Ram | Product Planning senior manager, Rich Media


*  MediaMind Blocks are downloadable working code examples in Flash (FLA files). They are compatible with the MediaMind platform and MediaMind’s Workshop for Flash, and can run as is. Of course, they can also be customized within the flash authoring tool or otherwise to suit any specific ad. Each block includes complete documentation.

Andrew Bloom, VP strategic business business development at MediaMind was recently interviewed at the Festival of Media about the new EU Cookie Directive, trust, data, relevancy, demand side platforms and social media….