Smirnoff ICE Zero

Innovid | Ideation, design and execution | Nov, 2020

Overview

Smirnoff wanted to explore omni-channel interactive ads with dynamic targets. This campaign features ads for mobile, desktop video, display, and CTV. For this example, I used the upcoming 2021 Super Bowl LV and retailers as the dynamic target. I took lead in creating a full array of rich media creative that can run cross-platform. Using existing creative from their website surrounding the ICE Zero product. I created a dynamic, cross platform interactive experience that can target user audiences based on device, days until Super Bowl, and nearest retailer.

CTV User Flow

A commercial plays from the users TV. About two seconds in, a branded overlay appears prompting the user to interact and scan the QR code.

Interactive overlay with scannable QR.

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Interactive overlay with scannable QR

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Targeting Strategy


The creative is designed with dynamic targeting in mind. Based on the users gender and recent searches, they will experience different creatives. Either the Men's Renew Run, Women's Renew Run, Men's Under $100 or Women's Under $100.

Dynamic Display

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Triggers: Male, recently searched affordable athletic wear, on mobile device.

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Triggers: Female, recently searched affordable casual wear, on desktop device.

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Animated Display Creative

The 360° Gallery component lets you use a set of multiple images to show an object rotating. By default, the last image wraps to the first, which lets the user rotate the object seamlessly in either direction.

In the example below, 4 source images were used:

The second platform of the omni-channel experience included desktop/mobile display. 
The display creative was dynamically served based on sex, users recent searched and device. Weather the user was on a mobile or desktop determined what call-to-action they were offered. Mobile users were offered to "download the app" while desktop user were driven to "Shop Nike.com."

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