1. The main advantage of the mechanics is the minimal amount of TV remote button clicking needed for filling in the callback request (only arrows or the OK button are used). The viewer jumped from the ad video right to the calback request form;
2. In the displayed campaign the Eng. Rate index was 20%, which exceeds average indexes in this category (calculated as a sum of all interactions divided by the amount of ad video showings);
3. The one-page micro-website option allowed the viewer to get the service as soon as possible and get back to watching the film.