Y&R in Israel created a banner for 3G playlist cellular service that was a little different. The banner, once clicked, takes you on a journey through the leading websites and back to where you started. It might be the first time in Israel that the leading websites have co-operated to show the same banner and get "travelled through" as that's what the banner does. Y&R claims not only a 4.5% click rate, but also that this banner propelled the internet advertising as a whole since it opened new doors.
See the banner in action. [1]
[2]
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