Promoting "First Love", Cellcom's branded content project with 150 teenage love stories, in a country that has an inconceivable amount of banners, with an average CTR as low as 0.05%
We invented a new media – the URL address bar.
We used the address bar to present short love letters which, in turn, lead to the "First Love" website simply
by pressing the Enter key.
The clickthrough rate for the campaign skyrocketed to 1.86%, more than 37 times the average CTR!.
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