An effective segmented banner @ smh.com.au

Here’s a banner which has stolen the page for itself. Research has shown that when an ad is combined with several companion spots for the same product, independent recollection of the brand is enhanced by at least 20%. However, this divided dog banner, which appeared on the left and right side of the Sydney Morning Herald homepage seems to have trounced that percentage.

As soon as you land on the page, your eyes move left towards the dogs’ tails and you think “what the?”. The picture automatically guides your eyes to the right, where you find the rest of their bodies, a picture which wouldn’t normally appear on that web page or any other page for that matter. It succeeds at capturing your attention very effectively. As you move away from the computer screen, all you focus on is what’s behind the page.

This creative imagery has no doubt made this banner campaign a success. Rather than having two synchronized animated banners showcasing an offer, the technique used here with static divided creativity rouses curiosity and steals you away from the page.

Well done!