The competition, open to media agencies, was held at the end of December 2012 and was launched at Mail Connected’s Mail Plus app launch event in November.
Entrants had to describe how advertising in Mail newspapers would help to drive their clients’ traffic online.
Santander will partner with The Mail to measure the effectiveness of this campaign in driving traffic to Santander’s website.
Rosemary Gorman, Group Advertisement Director of Mail Connected, said: “We had a fantastic response to our competition, with entries received on behalf of 46 advertisers. The research on which this competition was based tells a compelling story about the use of newspapers in digital activation campaigns.”
The research also revealed that Mail readers are less likely to navigate to advertisers’ websites using search engines.
Zoe Bale, Head of Press Planning at Carat said: “It’s a fantastic initiative by Mail Newspapers to demonstrate how print can drive and engage audiences online. Santander are over the moon with the win and we are all looking forward to seeing the results of the upcoming campaign.”
Santander’s entry was written and submitted by Celine Davies, Associated Director at Carat and the Santander team.
