Meru.vann – Interactive + Static + CTV Campaign
Agency
Interactive Ad + CTV Ad + Static Ad
Meru.vann by Nature Safari wanted to promote its nature retreat experience by highlighting the different ways visitors could enjoy the property throughout the day. The campaign combined interactive advertising and CTV creatives to immerse users in the destination and showcase key experiences offered at the retreat.
Problem
Travel advertisements often rely on static visuals that fail to communicate the immersive experience of staying at a destination.
Meru.vann needed a way to showcase the property’s features while keeping users engaged with the ad.
Insight
Users are more likely to connect with travel experiences when they can visualize the environment and explore the offering interactively.
Combining cinematic visuals with interactive exploration can make destination advertising more engaging.
Campaign Impact
Metric | Result | Insight |
|---|---|---|
Campaign Reach | 3,207,852 impressions | Strong reach across Tier-1 metro audiences |
Total Clicks | 14,236 clicks | High engagement with the Meru.vann campaign |
Click-Through Rate (CTR) | 0.44% CTR (↑ 8.7%) | Above-average engagement for a travel campaign |
Audience Insights
Insight | Finding |
|---|---|
Tier-1 City Reach | 70.9% of impressions from metro cities |
Top Performing City | Mumbai – 1.23% CTR with 8,843 clicks |
Leading State | Maharashtra – highest engagement and reach |
Campaign Efficiency
Metric | Result |
|---|---|
Total Spend | ₹45,324 |
Average CPM | ₹14.13 |
Cost Efficiency | High reach delivered with optimized media spend |
Project Process
Identified the need to communicate a travel experience rather than just features.
Used a short cinematic intro to create emotional connection with the destination.
Designed a carousel-based exploration format to showcase multiple retreat experiences.
Combined interactive and CTV formats to expand campaign reach and engagement.
Outcome
Successfully introduced Meru.vann’s retreat experience through a story-driven advertising format, combining cinematic visuals with interactive exploration.
Increased user engagement by allowing audiences to actively explore retreat experiences instead of viewing static ads.
Helped users better understand the property by showcasing multiple features and activities within a single ad experience.
Strengthened brand recall by presenting the destination through immersive storytelling and personalized exploration.
Demonstrated the effectiveness of combining interactive advertising with CTV formats to deliver both reach and engagement.
Reinforced campaign messaging through five promotional posters highlighting resort features and discounted pricing.
