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EyeWonder Inc., a pioneering rich media company that extends the reach of rich media to interactive devices, donated creative and media resources to deliver an interactive advertising campaign to promote the launch of Community Channel’s three-part series, Ewan and Charley – A Road Less Travelled.
As well as promoting the series on the Channel, EyeWonder’s campaign also raised awareness of UNICEF's work in Africa.
This new three-part series, which premiered in April followed Ewan McGregor and Charley Boorman as they put down their bikes, taking time out of their recent African epic Long Way Down, to visit three UNICEF projects on their travels.
The series revealed unseen footage from these visits and provides a moving and more indepth insight into the stories and experiences of children and families who have benefited from UNICEF funded projects in the region.
"As we continue to drive our business globally, we are pleased to be able to make a difference; to leverage our services and technology ad platforms to help drive awareness for this worthy cause. Media Trust is an excellent collaborator and we truly enjoyed working on this campaign," said John Vincent, chairman and CEO at EyeWonder. "Besides, this is for UNICEF, and we feel positively about supporting that organisation's work in Africa."
EyeWonder Inc. produced three creative executions for the campaign including a banner, message panel unit, and leader board. The campaign used a variety of expanding video ads of footage of Ewan McGregor and Charley Boorman from the series, as an innovative way to promote the premiere and the work of UNICEF across Africa.
Combining the interactivity of Internet advertising with the addition of video delivered online, each ad worked as a self-contained, traceable advertising property. As a result, traffic was not redirected to external websites keeping users on the partners' websites, with each advert engaging users with the series and the work of UNICEF within the format.
The campaign ran from the 21st April to 10th May and generated a total of 4,000 hours of video exposure for the series and the Community Channel and UNICEF brands.
Aside from EyeWonder’s donation of creative services, the campaign was gifted a total of 1.4 million impressions via the generosity of Media Trust partners including Bauer Advertising, Channel 4, and ITV. As a result of those donations, the ads appeared on sites as diverse as ITV2, Heat magazine, and Channel 4’s Fantasy League.
The total number of hours of viewer interaction for the campaign was 3,888. A total of 122,006 unique users interacted with the campaign. And, more than £40,000 of creative, content, and audience impressions were gifted to Community Channel for this campaign. The delivery of the EyeWonder campaign included three ads and £35,250 of page impressions via the donations of ITV, Channel 4, and Bauer.*
“This was a groundbreaking and exciting campaign for Community Channel, which launched a high profile series, and drew attention to the work of UNICEF. This unique partnership with EyeWonder enabled the channel to reach even more online audiences with a compelling and creative digital campaign using innovative technology," said Daren Forsyth, Media Trust’s Director of Innovation and New Media. "EyeWonder’s commitment to this project and the external partners who donated page impressions, all demonstrate the willingness of the corporate world to support a not-for-profit campaign."
EyeWonder, Inc., made earlier commitments to another CSR campaign in 2008, when it donated a portion of its services for the launch of an rich media ad campaign with the Alliance for Climate Protection, a nonprofit, nonpartisan effort founded by Nobel laureate and former Vice President Al Gore. This campaign marked the largest of several environmental campaigns in EyeWonder’s history.
Notes to Editors:
For further information please contact Penny Crook at Media Trust on 0207 217 3743 or pennyc@mediatrust.org or Sam Jobber on T: 020 7217 3746 or samj@mediatrust.org
EyeWonder, Inc.
Media Liasion
Contact: Scott MacIver, (GMT-5), +1 919 542-9877
[Note: John Vincent, chairman and CEO at EyeWonder, Inc., will be available for interviews.]
Media Trust
Media Trust works in partnership with the media industry to build effective communications for the charity and voluntary sectors. It does this through media training seminars and workshops, film and TV production (Media Trust Productions), broadcasting (Community Channel), news distribution (Community Newswire), Media Matching and campaigns. Media Trust corporate members are BBC, BSkyB, Channel 4, Daily Mail and General Trust, Discovery Networks Europe, Disney Channel UK, Emap plc, Guardian Media Group, IPC Media, ITV, MTV Networks UK & Ireland, News International, Newsquest Media Group, OMD, Turner Broadcasting, Warner Bros, WPP Group. Visit : www.mediatrust.org
About Community Channel:
Community Channel is dedicated to engaging audiences with the charitable and voluntary sector, showcasing stories and issues that inspire action and encourage involvement. Broadcasting original shows, the best of terrestrial TV and showcasing the work of new directors and community programme makers, Community Channel is the place for real-life stories from communities around the world. The channel is broadcast 24 hours a day on Sky 539, Virgin TV 233 and from 6am to 9am on Freeview 87. The channel is a free-to-air TV station available to 16.5 million digital households in the UK and to 41 million potential viewers. Around 1.5 million people tune in every month and we receive more than 12,000 interactions with viewers a week.
* Media Value of page impressions is caculated on the industry standard of £25 per thousand interactions. A total of 1.4 million page impressions were denoted to Media Trust for this campaign.
About EyeWonder, Inc.
EyeWonder, Inc., a pioneering leader in rich media, interactive, digital advertising, empowers advertisers, advertising agencies, and content publishers. EyeWonder's unique creative development and campaign management application enables the industry’s most comprehensive creative capabilities for digital advertising campaigns that drive advanced results. EyeWonder, Inc., headquartered in Atlanta, GA, U.S.A., is continuing to expand both domestically and Internationally in response to increasing worldwide demand for its innovative Interactive Digital Advertising solutions.
EyeWonder services the world’s top advertising agencies and brands. For more information on the company's digital advertising solutions or its global office network, please visit www.EyeWonder.com
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