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DMD Insight Simulates Whisper Motors™ on ArchitecturalRecord.com

JANUARY 22, 2010

First of Its Kind Ad Unit Creates Memorable Brand Interaction to Reach Architects

Whisper Motors™ works behind the scenes as a whisper quiet, motorized window shade control. As the product is neither seen nor heard, its launch posed an interesting advertising challenge for DMD Insight, an integrated marketing agency.

The solution: a dynamic rich media ad that engages with the ArchitecturalRecord.com audience by allowing readers to operate a virtual window shade on the homepage.

 

The ad was tested in November 2009, and it boosted exposure to Hunter Douglas’ target audience, resulting in a response rate that was more than three times the industry standard.

The ad has returned for a second run and will be featured on the site through January 15.

The initial ad placement coincided with the re-launch of ArchitecturalRecord.com. It complemented the site’s new format, which features bold images and aesthetically compelling content.

“Our new design was adopted in response to the way architects take in information visually,” said Laura Viscusi, publisher, Architectural Record. “It also provides advertisers a way to maximize creative and contribute content. Hunter Douglas jumped on this new offering and we couldn’t be more thrilled to have them kick it off with ads that are tailored to the new site.”

Hunter Douglas Contract, a leader in the architecture and design industry, offers a variety of solutions, including window coverings, facades, solar control and ceilings.

“As the ad shows, Whisper Motors™ offers architects and designers new choices for automation of window coverings,” said Paul Hagar, marketing director, Hunter Douglas Contract. “DMD focused on the function of the motors to create an innovative online ad that allows our customers to interact with a virtual version of the product. It’s been very effective.”

This is the first interactive ad of its kind in the architectural space. DMD attributes the success of the ad to its unique functionality and targeted concept.

“Design innovation is required for a visually-savvy audience,” Gina Miller, managing partner, DMD Insight. “This ad created an opportunity to demonstrate the product while educating and engaging architects.”

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