Fidelity’s primary goal was to leverage a broader and more affluent audience, bolster new accounts and capitalize on the interactive capabilities of the emerging tablet market. Reaching consumers while in a “lean back” experience was key.
WSJDN Digital Marketing met the challenge by implementing call-to-action ads on the iPad. Creative included a polling feature to initiate interactivity. The full page unit was later optimized to include iPad’s accelerometer functionality, further allowing WSJ users to engage with the Fidelity brand.
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