Campaign goal
Celebrate Carl Ras’ anniversary with a nationwide campaign that drove attention, engagement, and in-store traffic.
The objective was to promote the birthday catalogue digitally and inspire professional craftsmen across Denmark to explore offers both online and in the 22 Carl Ras stores.
Creative idea
To transform a key retail event into a digital success story, the campaign used Flipbook rich media formats with integrated video. The interactive creative showcased the birthday leaflet directly within the ad, allowing users to browse products, view offers, and click through to the full catalogue on carl-ras.dk.
This approach merged storytelling and functionality, bringing the traditional paper leaflet into a modern, digital format that encouraged users to interact – not just view.
Success data
Target audience: Professional craftsmen, carpenters, and builders
Media mix: OOH + Display + Native
Format: Flipbook
Results | |
Impressions | 8,2 mil |
Clicks to Carl-ras.dk | 32,829 |
CTR (Average) | 0.42% |
Engagement rate (Average) | 35% |
Product page views in banner | 636,157 |
Business impact
📈 +216% increase in digital leaflet readers
💰 +128% increase in total sales during the campaign period
These results confirm that interactive rich media not only drives strong awareness and engagement metrics but also delivers measurable commercial outcomes.
What the client says?
"Good creative and media craftsmanship pays off – by making adjustments to our digital advertising, including the addition of display, we have significantly increased traffic to the digital catalogue, which has had a decisive impact on overall sales performance."
Benchmark comparison
According to Adform and IAB Europe Nordic Display Benchmarks (2024):
Static banners: CTR 0.10–0.15%, Engagement 2–5%
Video banners: CTR 0.25–0.30%, Engagement 10–12%
Carl Ras Birthday Campaign:
CTR up to 4× higher than static formats
Engagement 3–4× higher than video formats
Exceptional cost per engagement (as low as DKK 0.03)
Conclusion
Carl Ras successfully turned their biggest retail event of the year into a digital success.
By combining video and Flipbook formats, the campaign achieved outstanding performance in both attention and interaction – and, most importantly, delivered tangible business growth.
This campaign stands out as proof that rich media isn’t just engaging – it drives results.
With a +216% increase in readers and +128% in sales, Carl Ras’ digital-first approach showed how creative innovation can transform awareness into measurable commercial impact.