No boredom guaranteed with this article
Wirz Werbung is breaking new ground in online advertising for the online job platform Jobwinner.ch—using the oldest form of online advertising: banners.
What, are you so underemployed that you're reading this article? Wirz has already created several funny subjects in the style of this basic idea to entice bored employees to take a quick look at the www.jobwinner.ch job portal. So far, the creative gags have worked in print. Now Wirz wants to break new ground in online advertising. "And with the oldest of all online advertising media: namely banners," as CD Thomas Kurzmeyer explains.
However, these are not conventional representatives of their kind, but a new form for which the Jobwinner.ch team at Wirz Werbung and Assai Interactive have coined the term "Trojan banners". Because there is something completely different going on here than what is recognizable from the outside: they advertise things like a competition to win a billion dollars, promise to matchmake dream princes and lure people to particularly silly celebrity clips under "You Tubel". However, those who are tempted to click end up somewhere else than expected: namely with the leading Swiss job agency, which asks itself and the user anxiously whether they really already have the job they feel called to.
The aim of the campaign was to generate as many clicks as possible on the website. And with values that are up to eight times higher than the average click rate of normal banners, this seems to have been successful. Especially as Wirz and Assai also react flexibly to current events, for example with an additional banner that promises the immediate purchase of junk mortgages. The highly targeted placement of the banners also certainly contributes to the success of the campaign. For example, the YouTube parody banner was used on various occasions on the real YouTube site - and was also clicked on there. (pan)
However, these are not conventional representatives of their kind, but a new form for which the Jobwinner.ch team at Wirz Werbung and Assai Interactive have coined the term "Trojan banners". Because there is something completely different going on here than what is recognizable from the outside: they advertise things like a competition to win a billion dollars, promise to matchmake dream princes and lure people to particularly silly celebrity clips under "You Tubel". However, those who are tempted to click end up somewhere else than expected: namely with the leading Swiss job agency, which asks itself and the user anxiously whether they really already have the job they feel called to.
The aim of the campaign was to generate as many clicks as possible on the website. And with values that are up to eight times higher than the average click rate of normal banners, this seems to have been successful. Especially as Wirz and Assai also react flexibly to current events, for example with an additional banner that promises the immediate purchase of junk mortgages. The highly targeted placement of the banners also certainly contributes to the success of the campaign. For example, the YouTube parody banner was used on various occasions on the real YouTube site - and was also clicked on there. (pan)
"Trojan banners": Wirz uses this witty method to generate a remarkable amount of traffic on the Jobwinner homepage.
