Case Study

Creative matters: ToinenPHD’s success story with Adnami

Toinen phd

Overview

ToinenPHD, a Finnish media agency under the Omnicom Media Group (OMG), partnered with Adnami to elevate a digital campaign for their client Lumo, a leading Finnish rental housing provider. By leveraging Adnami’s dynamic feed features and high impact formats, the campaign successfully demonstrated how interactive and personalised creatives dramatically boost attention and key performance indicators (KPIs), proving how much creative matters.

67%

more attention with dynamic creatives

359%

higher CTR with dynamic creatives

The challenge

The primary objective was to promote Lumo’s available rental apartments across multiple cities in Finland, connecting consumers with homes in their area. The challenge? Breaking through digital noise with messages that resonate locally and perform effectively, all while testing whether interactive, feed-based creative formats outperformed traditional static ones.

Specifically, ToinenPHD and Lumo aimed to:

  • Showcase multiple apartment options within a single ad unit
  • Personalise messaging based on user location
  • Compare performance between static and interactive creatives
  • Drive measurable improvements in attention and other KPIs

The solution

To meet ToinenPHD's and Lumo's goals, Adnami’s platform was used to deliver high impact ad formats combined with dynamic feed functionality. This enabled ads to dynamically display apartment listings based on the user’s zip code, delivering highly relevant and timely content.

Key campaign features:

  • Dynamic feeds: Leveraged users’ locations to display available homes near them, updated in real-time via an Excel feed.
  • Interactive carousel format: Enabled users to scroll through 10 different available homes in their city.
  • High impact formats: Used Adnami’s large attention-grabbing formats - Mobile Midscroll, Mobile Topscroll, and Desktop Topscroll - to make the most of Lumo’s visual storytelling.
  • Creative consistency: Pink brand colours and personalised copy such as “Home for you, Helsinki?”, paired with “Rent now” CTAs directing to apartment listings.

Additionally, 6 non-dynamic creatives were run in parallel. These used illustrations and non-personalised messaging like “Let’s find you a new home” and lacked interactivity and apartment photos. These served as a control group to benchmark the performance of the interactive formats.

In total, 24 creatives were developed for 7 cities, across 3 formats each.

Grabbing attention with dynamic ads

Adnami’s high-impact formats, which dominate screen space and encourage interaction, combined with dynamically localised creatives, proved to be the perfect solution for capturing attention from relevant target groups.

The results

The comparison between dynamically enriched, interactive creatives and non-dynamic, static ones demonstrated the power of personalised, interactive advertising.

Key performance differences in the Mobile Topscroll format:

  • Effective Attention per Mille (eAPM):
     +23% increase with dynamic creatives

  • Click-Through Rate (CTR):
     +133% increase with dynamic creatives

Key performance differences in the Mobile Midscroll format:

  • Effective Attention per Mille (eAPM):
     +67 % increase with dynamic creative

  • Click-Through Rate (CTR):
     +359% increase with dynamic creatives
These results confirm that creatives with relevant, localised messaging and interactive, swipable/clickable image carousels lead to more attention and stronger performance across the board.
Our collaboration with Adnami has been both fast and highly flexible. Their solution has enabled us to significantly improve our results by creating advertising that is not only more impactful but also more relevant and useful for consumers — bringing the products directly into the ad format.
Maiju Filppula from ToinenPHD

Maiju Filppula

Programmatic Business Lead & Client Manager ToinenPHD

Conclusion

This campaign by ToinenPHD for Lumo, powered by Adnami’s formats and tech solutions, proves a critical truth in digital marketing: creatives matter. Studies have shown that creative accounts for nearly half of a campaign’s sales impact (Source), and the results of this campaign show that outstanding creatives with interactive, location-based features are key to capturing attention and driving meaningful action.

By combining attention-grabbing formats, real-time personalisation, and interactive features, ToinenPHD and Lumo set a new benchmark for what effective housing ads can achieve - transforming impressions into real interest, and attention into results.

Let's talk creatives

Adnami helps brands and agencies cut through the noise with high impact formats, dynamic creatives, and personalised ad experiences that drive real results. Let’s turn your next campaign into a success story just like this one.