An interactive HTML5-ad unit for Adidas engaged mobile users in the Philippines and helped demonstrate the growing importance of rich media in mobile. "The ad unit’s innovation lay in comparing an individual’s performance against other runners in the neighborhood, using the location tracking functionality and displaying the results on a custom map. This resulted in increased engagement scores for the brand, which would have been difficult to achieve if this were a standard banner execution," said Shayne Garcia, digital director at iProspect Philippines, which worked on the campaign.

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