» Army on Everest
The British Army wanted to tackle Everest the hard way – by the West Ridge. A unique ad campaign used live footage feed beamed off the mountain. We developed an online advertising campaign to drive traffic to the www.armyoneverest.mod.uk website and to make people experience a different aspect of the army.The emphasis in the online creative was on interactivity linked to the newsworthy nature of the campaign. We wanted people to interact with the creative and get some idea of the physical and psychological challenge the Army faced. One banner “blew” site visitors away while another caused people to struggle up the mountain. Expand banners and MPUs enabled visitors to explore Everest.
Video MPUs featured reports straight from Everest updated as footage was available and up to the minute newsfeed banners told the latest events. Bespoke ads were specially developed for specific sites that spoke directly to their audience - sometimes in a way that was incomprehensible to other visitors. Just some of the campaign is below.
Blown Away 468x60
XML Expedition Update 120x600
Explore MPU
Video MPU
Struggle 120x600
Halfway 120x600
UK Climbing bespoke copy 120x600