I’m not quite sure if I’m a fan of homepage takeovers.  A homepage take over is a media planner’s  sledge hammer by allowing the digital marketer to take over 100% of a website’s real estate . Yes they can entice decent click through rates, hardly surprising when your entire page is filled with a giant red animated button bullying you into signing up, clicking here or downloading the free trial. But the annoyance factor can’t be ignored.  Your search is basically hijacked in much the same as Zango adware advertisements do.

So how do you combat this and create a take over that is entertaining, engaging and relevant? Hemu have taken over their own homepage with this delicious piece of Flash.

View Hemu’s flash homepage take over

Either their programmer has WAY too much time on their hands, or this Dutch department store want to put whole lot of fun into their user’s experience.

Visit the campaign site and just wait, don’t click anything and see what happens.  I’m not sure what this digital marketing campaign is about, but I want to sign up!

Homepage take over chain reaction