To promote the Opel Movano Van range, McCannLowe created a banner that is both useful and innovative. Working just like websites such as YouSendIt or WeTransfer, the banner allowed users to upload up to 2 GigaBytes of file in the rear of the van and then send it to someone across the web. The recipients would then receive an email to download the file and learn about the Opel Movano.
Simple, practical and spot-on target.
SNS Bank is the first big dutch bank to start offering their customers interest on their normal bank accounts. To promote this new offering, ad agency Bone from The Netherlands created an unique protest.
Everybody could sign up for the protest via their Facebook or Twitter accounts. After which their profile pictures were connected to various live rich media banners that were being run on sites like msn.nl and telegraaf.nl.
Here is a pretty innovative banner ad from AlmapBBDO in Brazil for GOL Airlines. The banner challenges you to imagine what it would be like to “fly” on your mobile phone.
You submit your mobile number into the banner. Seconds later you get a live call with flight instructions. At the same time the page transforms into a flying game controlled directly from your phone keypad.
You then fly a virtual plane across a major Brazilian travel site while destination deals appear underneath the route you choose. Flying is simple. Touch numbers to change direction and trigger special manoeuvres. The ad finishes by reminding you that flying is easier when you check in via your mobile phone.
In travel categories where products feel interchangeable, interactive creative wins when it turns a service benefit into a felt experience in seconds.
The key move is not the game. It is the phone call. The call instantly makes the experience feel “live” and personal, and it bridges the banner and the handset into one connected moment. Once the call happens, the user is no longer passively viewing an ad. They are inside a two-device interaction.
Standalone takeaway: This is a classic “message as mechanism” execution. If the product promise is mobile check-in convenience, the ad should make the mobile phone the controller.
Most second-screen ideas fail because they ask people to download something or switch contexts. This one uses what every phone already has. The keypad. That choice removes onboarding friction and makes the interaction feel surprisingly accessible for a banner unit.
It also creates a clean narrative arc. Number entered. Call received. Instructions delivered. Game begins. Deals appear. The brand claim lands as the closing line rather than the opening pitch.
The game is not meant to be deep. It is meant to create one sensation. Control. When you steer the plane with your own phone, the ad makes the user feel that travelling with GOL is simple and manageable, especially the check-in step.
The destination-deal layer then gives the interaction a practical reward. Even if you are not in a playful mood, you still see useful information while you steer.
You enter your phone number into a banner, receive a live call with “flight” instructions, and then control an on-page flying game using your phone keypad while travel deals appear as you fly.
It makes the experience feel immediate and real, and it creates a bridge from passive viewing to active participation without asking the user to install anything.
Categories where the product is hard to differentiate visually and the benefit is “convenience” or “ease.” Airlines, ticketing, banking, utilities, and service platforms.
Operational friction. If the call is delayed, fails, or feels spammy, the experience collapses. Timing, consent clarity, and reliability are everything.
Keep the phone as controller, but use a consent-forward trigger and fast connection method. For example, a one-tap call prompt or a verified in-browser handoff that still preserves the “live instructions” feeling.
