Post-it Digital, Case study The Banner That Makes You Like Banners by Proximity Russia
Post-it: The Banner That Makes You Like Banners
Awards:
| Cannes Lions, 2015 | ||
|---|---|---|
| MEDIA | MEDIA: DIGITAL & SOCIAL: USE OF OTHER DIGITAL PLATFORMS | GOLD |
| MEDIA | PRODUCT & SERVICE: FAST MOVING CONSUMER GOODS | SILVER |
| CYBER | ONLINE AD: WEB BANNER | BRONZE |
| Clio Awards 2015 | ||
| Direct | Product/Service: Digital | Bronze |
| ADC*E Awards, 2015 | ||
| Integration & Innovation | Best Use of Technology | ADCE Gold Star |
| Epica Awards 2015 | ||
| Digital | Online Ads | Gold |
| Digital | Online Campaigns - Consumer Services & Household | Silver |
| Eurobest Awards, 2015 | ||
| Direct | Direct Marketing: Strategy: Acquisition & Retention | Silver Eurobest |
| Direct | Direct Marketing: Digital & Social: Use of Digital Marketing | Silver Eurobest |
| Interactive | Online Advertising: Web Banner | Bronze Eurobest |
| Red Apple International Advertising Festival 2015 | ||
| Digital advertising (interactive tools) | Display advertising | First (Gold) |
| Innovative advertising | Best innovative solution in advertising and marketing | First (Gold) |
| D&AD Awards, 2016 | ||
| Digital Marketing | Digital Adverts | Wood Pencil |
| PIAF, 2016 | ||
| Creative Use Of Traditional Advertising Formats | - | Gold |
| Creative Use Of Technologies | - | Bronze |
| Audience Engagement | - | Bronze |
| One Show, 2016 | ||
| Interactive | Consumer - Advertising / Banners | Silver Pencil |
Credits & Description:
Advertiser: 3M
Agency: BBDO RUSSIA GROUP, PROXIMITY RUSSIA
Geo: Russia, Russia
Digital Director: Alexander Makarovsky(BBDO Russia Group)
Producer: Alexey Zinchenko(INDEE Interactive)
Creative Director: Andrew Kontra(BBDO Russia Group)
Coder: Andrey Zakurdaev(INDEE Interactive)
Senior Art Director: Fernando Muto(BBDO Russia Group)
Coder: Oleg Nikanorov(INDEE Interactive)
Senior Copywriter: Polina Zabrodskaya(BBDO Russia Group)
Senior Account manager: Polina Zvereva(BBDO Russia Group)
Marketing Coordinator: Yulia Smirnova(3M)
Senior Copywriter: Anna Migaleva(BBDO Russia Group)
Coder: Arina Vernidub(INDEE Interactive)
UI designer: Egor Bernikov(INDEE Interactive)
Business Development Director: Mikhail Vdovin(BBDO Russia Group)
Marketing Supervisor: Sergey Smolentsev(3M)
Brief Explanation
We created an interactive banner, which allowed to replace retargeting ads with personal Post-it notes. It uses the same tech websites use to identify you and show the sneakers you only looked at once. Our banner network covered thousands of websites to make sure that people met their Post-it® notes all over the web. If a user clicked on his note, he would land on a Post-it® page, where he could create more stickers or delete them all.
Creative Execution
We created an interactive banner, that allowed users to replace retargeting banners with their own Post-it® notes. Behind this banner there was the same technology big websites use to identify people and show them the things they only looked at once. We used a banner network that covered more than 20 000 websites to make sure that the users met their Post-it® notes wherever they went. If a user clicked on his note, he would land on a Post-it® page, where he could create more stickers or delete them all.
Results
Active Engagement - 47,6%, 1300% higher than that for an average interactive banner in Russia and 58% better than the previous highest result, as stated by the banner network we used. Average Interaction Time - 152.40 seconds, 214% longer than the best practices on the market. 97% of the users chose to see their retargeting banners throughout several weeks of the campaign, 39% of them used the website to add more.