| Clio Awards 2015 | ||
|---|---|---|
| Direct | Product/Service: Digital | Bronze |
| Golden Drum, 2015 | ||
| Media | Best use of the medium | Silver Drum |
| 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 | ||
| Media projects | Best usage of united mediachannel | Grand-Prix |
| 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 | ||
| Direct | Consumer - Digital / Websites, Microsites & Banners | Gold Pencil |
| Interactive | Consumer - Advertising / Banners | Silver Pencil |
Medium: Direct
Festival: Product/Service: Digital
Brand: Post-it®
Entrant Company: BBDO Russia Group, Moscow
Agency: BBDO Russia Group, Moscow
Creative Agency: Proximity Russia, Moscow
Client: 3M, Moscow
Production Company: INDEE Interactive, St.Petersburg
Creative Director: Andrew Kontra BBDO Russia Group, Moscow
Creative Director: Mihai Coliban BBDO Russia Group, Moscow
Producer: Alexey Zinchenko INDEE Interactive, St.Petersburg
Programmer: Arina Vernidub INDEE Interactive, St.Petersburg
Programmer: Andrey Zakurdaev INDEE Interactive, St.Petersburg
Programmer: Oleg Nikanorov INDEE Interactive, St.Petersburg
Senior Copywriter: Polina Zabrodskaya BBDO Russia Group, Moscow
Senior Copywriter: Anna Migaleva BBDO Russia Group, Moscow
Senior Art Director: Fernando Muto BBDO Russia Group, Moscow
Business Development Director: Mikhail Vdovin BBDO Russia Group, Moscow
Digital Director: Alexander Makarovsky BBDO Russia Group, Moscow
Senior Account manager: Polina Zvereva BBDO Russia Group, Moscow
UI designer: Egor Bernikov INDEE Interactive, St.Petersburg
Marketing Supervisor: Sergey Smolentsev 3M, Moscow
Marketing Coordinator: Yulia Smirnova 3M, Moscow
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.