I grabbed these screenshots a few months ago, from a Connex mobile ad campaign run by Sensis MediaSmart. This campaign is not live anymore but I thought I’d put the screenshots up as an example of how a mobile ad campaign can work.

Banner ads were shown across BigPond & Sensis mobile sites promoting a competition “Win a Yearly Metcard”. It’s a good banner ad – easy to read on a small screen and clearly branded for Connex. The call to action is clearly defined and has a worthwhile benefit to the end user.

Clicking on the banner takes the user to a Connex branded mobile ‘campaign’ site, most likely created & hosted by Sensis (sorry I didn’t check at the time – anyone know differently?)

The mobile site asks users to watch a Connex Commercial and answer a question to go into the draw. The commercial was simply a current TV campaign. Using creative developed for another medium is not something I’d generally recommend for a mobile campaign. If your agency suggested stripping out the audio from your latest TV campaign to use as a radio ad you’d probably fire their lazy asses. Mobile advertising requires specific, targeted creative that is relevant to the mobile channel and its unique usage characteristics.

In this case Connex partially redeems itself by offering a clear benefit for viewing the commercial – watch and win. Users then answer the multiple choice question, enter their mobile number and submit.

I think this was a reasonable implementation that works well in the medium and I look forward to seeing more innovation from Connex in the mobile channel.