Campaign goal
Drive visual attention and emotional connection with Estonia as a travel destination for Swedish audiences. The focus was not on clicks, but on standing out and staying top-of-mind.
Creative idea
Using an interactive banner the campaign invited people to answer a question about what makes them want to travel:
A) To SEE places that matter
B) To DO things makes you feel alive
C) To EXPERIENCE moments that last
Afterwards a custom travel offer from Visit Estonia was presented. This approach turned a standard display ad into a personal conversation that drove attention.
For campaign’s performance evaluation Lumen research technology was added.
Success data
View rate (%) | APM (Attention per 1000 imp.) | Avg. view time per view (sec) | Interaction rate (%) |
33.2 | 970 | 2,77 | 0.73 |
Lift: +38% Benchmark: 23.98% | Lift: +78% Benchmark: 517 | Lift: +41% Benchmark: 1.96 sec. | Avg. dwell time: 12.36 sec |
*Avg. View time per view: Lumen defines a "view" as any eye fixation on an ad lasting at least 100 milliseconds. Lumen calculates the average duration of these fixations across all viewed impressions (i.e., excluding non-viewed ones)
**APM (Attentive Seconds Per Thousand Impressions) is a Lumen metric showing how many seconds of active attention an ad receives per 1,000 impressions. It captures the total time people spend actually looking at the ad.
Format Performance
Mobile 300x600: beats attention benchmark average by 86%
Desktop 970x250: gets 132% better results than he Lumen benchmark
Conclusion
APM (per 1000 impressions) shows 78% better results than the benchmark average!!
Better attention gain is when choosing high impact mobile banner size – 300x600, however best perfromance for desktop shows size 970x250.
More than 60% of people chose answer B) To DO things makes you feel alive. This shows a strong association between Estonia and active, energising travel - a valuable cue for future messaging.
Estonia didn’t just get seen — it got felt.