Campaign goal
Demonstrate the premium, sensorial experience of Grohe's Pure Showering systems through engaging ad formats that not only attract attention but drive deeper interaction and message retention.
Creative idea
Two formats were tested: standard banners vs. interactive rich media. While the standard format captured more initial visual attention, the interactive version encouraged users to actively engage with the message.
To bring the product story to life, the campaign featured three rich media formats:
Parallax Cube (320x320)
Splitscreen Carousel (300x600)
Flip Book (300x250)
Each format encouraged interaction – letting users swipe, flip, and discover. Instead of passively viewing an ad, people could take a more active role in understanding the product. This approach helped communicate the quality and detail behind Grohe’s showering experience.
Although standard banners pulled more initial attention, these formats delivered far stronger engagement.
During this campaign an eyetracking technology was added to research attention and engagement data.
Success data
Autoplay video | Parallax cube + video | |
Click rate (indicator) | 100 | 200 |
Engagement | 0.10% | 9.97% |
View time | 100 | 166 |
Seen | 100 | 55 |
“Seen” score influenced the overall conclusion for Consideration: Autoplay video = 0.67, Rich media = 0.3
Visual Attention vs. Engagement
Standard banner: Higher initial visual attention
Interactive format: Higher ad engagement and interaction rate
Despite the fact that the standard banner drives more attention, we see that the interactive format drives more ad engagement. (Source: Eyetracking study, Grohe 2025)
This insight confirms that interaction – not just visibility – is key to brand impact when promoting experiential products like Grohe’s Pure Showering.
Conclusion
While static formats may capture the eye, it’s interactive rich media that holds the user and invites deeper brand involvement.
For Grohe, this campaign proves that a more immersive ad experience aligns perfectly with a product that’s all about sensation, interaction, and quality.
This campaign showed that interaction beats impressions. People didn’t just look at Grohe ads – they used them. That hands-on curiosity matched perfectly with the product’s focus on feel and quality.
Key takeaways:
With interactive rich media: nearly 100x better engagement! And 2x better click rate!
Autoplay video was seen more (perhaps because - different content)
Splitscreen Carousel – the highest CTR (0,38%) and exposure time (11,29 sec)