116 The Best Digital Marketing Campaigns in the World
the online audience’s intrinsic indifference to online ad placements to really
grab their attention.Marketers, if the available budget is there then don’t skimp on your banner
ads particularly with a product like Star Trek, which merits a high-tech, explo-
sive approach. Also don’t get too lost in the magic of the moment – outstand-
ing creativity is ‘energizing’ but it’s still important to stick to the principles of
objectives and measurement that we rattle on about throughout both books
to date. We chose to include this campaign in the book to show what’s pos-
sible with significant investment into exciting display creative, and on that
front it scores very well. However, we can not help but feel that stating your
target audience as ‘everyone’ is missing the point somewhat.Star Trek’s MTV website takeover.●●http://avatarclient.com/extranet/awards/2009/startrek/index.htmlLinks to campaign creative