Best Associations Rich Media Online Ad

In 2014, the goal of the Association of American Railroad’s “Freight Rail Works” campaign was to educate DC policy makers on how freight rail’s private investment in their infrastructure is vital to the operation of major industries that drive the nation’s economy. Particularly online, AAR was looking for opportunities to drive better engagement with their campaign messages.

AAR choose Undertone’s “iRoll” video unit as one of their high-engagement opportunities. The unit begins as a :30 pre-roll video with a slate that encourages viewers to rollover to learn more. If a viewer rolls over, the video pauses and an interactive experience launches over top of the video.

For AAR’s iRoll unit, the :30 pre-roll video outlined the different industries freight rail’s investment supports. The interactive experience then allowed the viewer to scroll through different industries to see relevant stat points and facts as to how freight rail helps move that industry.

Even with 1.5 million impressions, this unit garnered a phenomenal 9.41% engagement rate! In addition, our pre-roll video saw a very strong 68% completion rate.

Contributors:

AVP, Association of American Railroads:	Kristin Smith
Communications, Association of American Railroads:	Lauren Sandberg
SVP Creative Director, Home Front Communications:	Kevin Richards
Sr. Art Director, Home Front Communications:	Patrick Everson
Account Director, Home Front Communications:	Dianne Mikeska
Sr. Project Manager, Home Front Communications:	Meredith Williams

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Location: United States