Mannington Floors What Do You Stand On?
2006 Best Manufacturing Rich media Online ad

 

What do you stand on? 

Snooze buttons?  Hugs that last too long?  Working late to leave early?  The short answer is Mannington floors.  We stand on providing a fun, meaningful and relevant experience with our ads. 

We incorporated parts of our traditional ads (print and TV) into an interactive banner.  With the rich media ad we were able to bring the best parts of our site into the ad itself, including conversion points.  We did this by designing multiple panels within the ad.

The ad was very successful:

  • Average time spent on the ad was 46 seconds
  • 12.5% Interaction rate (percentage of ads that were opened)
  • Our cost per click dropped by 67% compared to the last ad we ran.

Trying New Designs

When you roll over the ad the first panel to be displayed is the Virtual Decorator, which allows the floors and the wall colors to be changed. This was the part of the ad where most time was spent. 

This panel took the user to the full Virtual Decorator version on the residential side of Mannington.com, while also promoting the My Virtual Decorator, where you can use a picture of your own room to try on new floors and wall colors.

 

First example of the flooring and wall changing:

 

 

Second example of the flooring and wall changing:

 

Making a Difference

The next panel promoted our Stand On A Better World Awards campaign, which recognizes outstanding women with over $50,000 in contributions to their favorite charity.  This page took the visitor to our StandOnABetterWorld.com site.

 

Finding My Inspiration

Next the user could order a design guide brochure from within the ad.  At the same time we also asked a marketing question to see if the visitor was in the market for a new floor. We also gave them a chance to opt-into our newsletter.

 

 

A Good Bargain

The final panel of the ad told the user of our gift card promotion she would earn when purchasing a Mannington floor.  The panel linked to the rebate form to be submitted after purchasing their new floor.

 

Overall the ad was successful in building the Mannington brand, while completing the trifecta of maximum exposure by running the print, TV and online campaigns at the same time. 

Experience the Ad for Yourself

To see the ad in action, go to http://www.manningtonoffers.com/flash/index.html

If you have any questions or comments, please contact Lori Keith at 856-339-5894 or Lori_Keith@mannington.com

 

 

 

 

 

 

 

 

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