In the world of digital advertising, staying ahead of the curve hinges on having the confidence to adopt progressive concepts which require embracing cutting edge dynamic creative practices.
Few brands exemplify their commitment to progress as much as VISIT FLORIDA, which for the last three years has successfully leveraged Origin’s unique creative formats to push the limits of what Connected TV can achieve.
The latest collaboration saw the organization embrace a new creative strategy which greatly increased its capacity to include more of their partners - a feat that was achieved by removing the creative burden from any partner who wanted to be a part of their cooperative program and providing them with what was needed for an effective ‘hybrid’ spot.
THE BRIEF
The objective was simple - to leverage Origin’s award-winning creative capabilities in a way that could enable any number of VISIT FLORIDA’s partners to be a part of their cooperative CTV campaigns in a way that:
Required little to no creative lift by the partner.
Was simple for every partner to understand.
Was economically feasible for all parties.
Would deliver an equally effective presence for everyone.
To achieve this, the approach Origin took to answer the challenge was to meticulously craft to address several key needs.
METHODOLOGY
The proposal put forward to VISIT FLORIDA’s DMO partners needed to be easy to comprehend and get behind. Origin achieved this by developing a streamlined, intuitive creative process that was a) relatable to legacy programs and b) easy to understand - even by partners who were not familiar with CTV. This clarity ensured broad support and buy-in.
POWER OF CREATIVE TECHNOLOGY
The creative strategy required ensuring there was a uniform level of exposure for both VISIT FLORIDA and their partners.
Origin delivered on this front by utilizing its award-winning Native CTV ad format - Slingshot - to craft personalized, high-impact 15-second ad units for each partner that would be stitched to the end of VISIT FLORIDA’s 15-second creative. Each 15-second ad showcased location attractions tailored to each partner.
The end result was a single 30-second spot which led with macro brand awareness for Florida and was followed immediately with detailed and hyperlocal awareness for each of the destinations as well as their call to action. Through this creative approach, each party received equitable visibility and balanced promotional exposure.
THE RESULTS
The results were striking. VISIT FLORIDA secured buy-in from 24 DMOs they work with in a single CTV campaign, far exceeding expectations.
Remarking on the campaign, Brett Laiken, CMO, VISIT FLORIDA said “The scale of this co-op campaign and the ease to which it was executed across multiple Partners is already a success. We can't wait to see the impact our messaging combined with each DMO has on travel intent for a Florida vacation.”
CONCLUSION
The collaboration between Origin and VISIT FLORIDA exemplifies the power of innovative technology in modern marketing. By devising a methodology that was clear, equitable, simple, and expansive, Origin enabled VISIT FLORIDA to invite the full extent of its cooperative partnerships into its Connected TV campaigns. This partnership not only highlights the potential of CTV but also underscores a forward-thinking approach that blends creativity with technology for maximum impact.
To speak with a specialist about how Origin could help you expand cooperative or sponsor-based partnerships onto CTV - click here.
Origin is an award-winning Creative Technology company whose zero code CTV ad formats enable marketers to deliver dynamic and responsive ad experiences in the living room and outside the home.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s off-the-shelf and custom solutions are trusted by agencies, brands, creative teams and programmatic platforms who want the ads they run to get the attention, engagement and outcomes they deserve.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that to win a viewer today, we must look beyond how it was done yesterday.
Learn more at: originmedia.tv
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