Campaign goal
Drive brand visibility and user engagement across the Nordic region by using innovative ad formats that spark active interaction, not just passive exposure. The goal was to boost recognition, message recall, and ultimately, conversion intent.
Creative idea
The campaign centered on conversational ads, inviting users into an interactive journey rather than a one-way message. Whether on desktop or mobile, the ad formats asked questions and encouraged exploration. This approach transformed traditional display inventory into dialogue-based touchpoints.
For campaign’s performance evaluation Norstat and Neurons research methodologies were added.
Success data
Brand visibility (Recognition) | Maximuminteraction rate | Averagedwell time |
99% | 1,11% | 13,87 sec |
Lift: +15% Industry benchmark: 86% | Lift: 5x higher Benchmark in Nordics: 0.21% | Lift: Nearly 2x higher Industry benchmark: 6-7 sec. |
Format Performance
Desktop fullpage: Up to 1.11% engagement (5x more than benchmark)
Mobile mid-scroll: Up to 0.88% engagement (4x more than benchmark)
Conclusion
This campaign proves that conversational ads work – delivering up to 5x higher interaction rates, near-perfect brand recognition, and dwell times that double the industry average. By tailoring format and message for each platform, Spies ensured high-quality attention across devices.
A winning mix of:
Smart placement (Schibsted, Adnami)
Engaging creative (conversation-driven)
Balanced strategy (desktop + mobile optimization)
Spies stood out in a competitive winter travel market and built stronger emotional and cognitive links with Nordic travelers – setting the bar for future brand-led travel campaigns.