Campaign goal
Transform Carl Ras’ traditional printed product catalog into an engaging digital experience.
The goal was to present weekly offers and product highlights in a way that felt familiar yet modern – replicating the experience of browsing a physical leaflet, but in an interactive digital environment.
Creative idea
The campaign used Flipbook rich media formats, allowing users to flip through the catalog pages directly inside the ad. This solution was ideal for Carl Ras, whose customers are used to exploring printed leaflets and product guides.
By adapting this familiar format to digital, users could browse, pause, and explore deals interactively – turning a standard banner placement into a digital version of a catalogue.
Success data
The campaign delivered over 3 million impressions across Denmark, with more than half a million people watching the in-banner video to the end, while products in the Carl Ras flipbook were viewed 313,685 times.
Top sizes:
320x320 (Engagement: 25.7%, CTR 0.50%)
300x250 (Engagement: 22%, CTR 0.40%)
Avg. engagement rate (%) | Avg. dwell time (sec) | Overall CTR (%) | Product views |
24 | 10,3 | 0,42 | 313,685 |
Benchmark comparison
Nordic Display Averages (based on Adform Benchmark Reports and IAB Europe Display Trends, 2024):
Static banners: CTR 0.10–0.15%, Engagement 2–5%
Video banners: CTR 0.25–0.30%, Engagement 10–12%
Carl Ras Flipbook Results:
CTR up to 3–4× higher than static formats
Engagement 4–5× higher than video formats
Conclusion
Carl Ras turned a traditional retail catalogue into a modern, interactive digital experience.
The results clearly show that rich media formats outperform static and video ads on both CTR and engagement.
When video and interactivity come together, brands can deliver stronger results and a more engaging user experience.