GE’s ‘Octopuses’ ad campaign reaches out on mobile with Mobkoi

Mobkoi’s developed in-format functionalities for the campaign.

GE has launched its ‘Raining Octopuses’ ad campaign with the help of mobile marketing specialists Mobkoi.

Mobkoi’s creative studio developed interactive in-format functionalities for the Octopus campaign, including five-second animations to grab the user’s attention, a wipe-away screen to reveal video and a clear call-to-action to prompt click-throughs to the GE website. The innovative features also include an interscroller, delivered natively within publisher’s content.

Jenna Pelkey, GE’s global media and marketing director, said: “In GE’s world, innovation equals opportunity. This global mobile-first execution with Mobkoi has allowed us to engage a hard-to-reach but always-on audience in an unexpected way, across extremely premium placements. The Octopus campaign tells our story that whatever the world throws at us, GE is ready.”

With mobile advertising spend expected to grow by a third and overtake TV advertising spend in the UK for the first time, Quentin Le Pape, chief executive of Mobkoi, believes the agency he co-founded with his brother in 2014 is perfectly positioned to assist brands: “We’re proud of the rapid growth of the company in its first two years. We’re offering premium brands the direct relationship with world-renowned publishers and brand security that can’t be found elsewhere in the market. As a result, our clients are seeing better results and performance from their campaigns than ever before.”

To date Mobkoi has delivered over 250 campaigns for 66 clients and operates in 25 markets with over 1,000 publishers. Mobkoi also has an exclusive partnership with upday, a unique news service pre-installed on Samsung Galaxy S7 smartphones and available to download on any pre-S7 Samsung smartphones.

Mobkoi launched the GE ‘Octopus’ mobile ad campaign in conjunction with MEC Global. The 60-second ‘Raining Octopuses’ ad was created by BBDO New York and is currently running online.

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Michael Feeley

Michael Feeley is The Drum Network's consultant journalist, advising and assisting member agencies on their editorial submissions and contributions to The Drum.

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