Results and Effectiveness

The improved Landing Page and Ad creative has allowed Standard Chartered Vir.us to double the amount of users taking the quiz. Standard Chartered Vir.us Goal was to educate 1 Million users; our campaign generated over 10 Million ad exposures in supporting this objective. The Campaign has proven that the power of search marketing is not limited to driving sales for Businesses. It can also be used for a good purpose like Standard Chartered Vir.us to create Aids Awareness.

Creative Execution

Since, users are more comfortable to search on the internet on AIDS than to talk openly with their peers and family. Our search strategy included both the search result page and the contextual network. Integration with Omniture allowed us to track the number of users who took the quiz. By analyzing the data collected, we made suggestions to improve the landing page where a strong call to action “Take the Quiz” option was being displayed prominently. Ad creative and keywords were being constantly optimized based on the data collected. Ad creative with message in encouraging users to protect themselves and their families by taking the AIDS Awareness Quiz were added in.

Insights, Strategy and the Idea

Standard Chartered Vir.us is a Non-Profit AIDS Awareness program initiative by the Standard Chartered Bank. The Campaigns span across 10 Markets Globally and 2 Languages. The challenge is to break the social taboo of discussing AIDS openly by using search to drive traffic. We aim to educate the users on AIDS and to encourage users to take the Awareness Quiz in English and Chinese speaking countries with lively and interactive Videos and Quiz.