This campaign for Lotto Max Millions was perhaps one of the most challenging projects we have undertaken. Take a minute to consider that every single banner you see on this page is in fact the exact same banner with minor adjustments made via Google ads and a Google spread sheet!
Yes, you heard that right! Through the magic of dynamic and programmatic technology, we can build a banner that looks completely different every time it is served. Recent studies show that when customers feel hounded by retargeting ads, it actually can do damage to the brands. For that reason, we set out to create a banner that retargets so stealthily that the user does not realise they are being retargeted to.
Besides being completely dynamic and programmatic, this campaign was also integrated with different ad serving platforms and those platforms required custom integration with a central feed, which would update the winning amount for each banner based on the provincial location of the user (wheewwww!). If that is not complicated, we don’t know what is!
Your Pal, Sprite Sheet
We’ve said it before, and we will say it again: sprite sheets are the best. The mechanism for producing what look like completely different animations within the same banner is accomplished using sprite sheets. As long as your sprite sheets are all the same size as your banner units, the banner will not discriminate what characters or animations are on the sprite sheet. And that’s the secret of how we made one banner look like many different banners!