THE BANNER THAT MAKES YOU LIKE BANNERS
| Title | THE BANNER THAT MAKES YOU LIKE BANNERS |
| Brand | 3M |
| Product/Service | POST-IT® STICKY NOTES |
| Category |
B03. Use of Other Digital Platforms |
|
Entrant Company
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| Andrew Kontra |
Bbdo Russia Group |
Creative Director |
| Mihai Coliban |
Bbdo Russia Group |
Creative Director |
| Polina Zabrodskaya |
Bbdo Russia Group |
Senior Copywriter |
| Anna Migaleva |
Bbdo Russia Group |
Senior Copywriter |
| Fernando Muto |
Bbdo Russia Group |
Senior Art Director |
| Mikhail Vdovin |
Bbdo Russia Group |
Business Development Director |
| Alexander Makarovsky |
Bbdo Russia Group |
Digital Director |
| Polina Zvereva |
Bbdo Russia Group |
Senior Account Manager |
| Alexey Zinchenko |
Indee Interactive |
Producer |
| Egor Bernikov |
Indee Interactive |
Ui Designer |
| Arina Vernidub |
Indee Interactive |
Coder |
| Andrey Zakurdaev |
Indee Interactive |
Coder |
| Oleg Nikanorov |
Indee Interactive |
Coder |
| Sergey Smolentsev |
3m |
Marketing Supervisor |
| Yulia Smirnova |
3m |
Marketing Coordinator |
Brief Explanation
Post-it® is one of the most analog brands in the world. Our task was to start making Post-it® a noticeable part of digital conversation. We decided to use the element of the Internet, many people have strong feelings for: retargeting banners. The ones that keep coming back to you with the same item again and again. We repurposed this technology for something people deliberately put in front of their eyes: Post-it® notes.
Results and Effectiveness
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.
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.
Insights, Strategy and the Idea
The key objective was to build more love for Post-it® among people who knew the brand, but didn’t care too much if the yellow stickers on their table came from a different company. We focused on men and women who spend their days at the office and browse a lot. The media budget we could operate with was suitable for a relatively wide banner campaign, so we aimed to make it count.