Naga DDB: UV AWAY

Credits & Description:

Category: Best Use of Online Advertising

Advertiser: NAGA DDB

Product/Service: SUNSCREEN

Agency: NAGA DDB MALAYSIA

Date of First Appearance: Dec 28 2010

Entrant Company: NAGA DDB MALAYSIA, Selangor, MALAYSIA

Entry URL: http://www.nagaddb.com.my/thework/uvaway.html

Executive Creative Director: Ted Lim (NAGA DDB)

Creative Director: Faizal Reza (TRIBAL DDB)

Copywriter: Davina Chan (NAGA DDB)

Copywriter: Swee Jin Yap (TRIBAL DDB)

Creative Head - Experiential: Joel Lim (NAGA DDB)

Art Director: Danny Chin (NAGA DDB)

Interactive Designer: Maharis Azman (TRIBAL DDB)

Animator/Special Effects: Wai Yee Koh (TRIBAL DDB)

Illustrator: Danny Chin (NAGA DDB)

Illustrator: Chiw Mun Yew (NAGA DDB)

Copywriter: Ted Lim (NAGA DDB)

Media placement: Web Banner - 40spots - Women’s Magazine Websites And Beauty/shopping Sites/blogs - 28 December 2010



Insights, Strategy & the Idea

UV is everywhere, even indoors. Some lights, TVs and computer screens give off UV rays, so you’re almost constantly exposed to skin-damaging radiation. To promote the indoor use of NEUTROGENA® ULTRASHEER® sunscreen, we spoke to them through a major source of indoor UV – their very own computer screens; a medium they stare at for hours at work or home.



Creative Execution

We created The World’s First Lenticular Web Banner. It instructs users to tilt the screen away from them, thus putting them out of the direct UV glare of their computer screens. The lenticular effect then reveals a hidden message, and users may click through for more info.



Results and Effectiveness

A fresh twist to a common web medium, the lenticular banner garnered a higher-than-average click-through rate of 0.27% (industry standard stands at 0.2%) with a total of 350,000 impressions in just 5 days.