Title	HAIR BANNER
Brand	DEUTSCHE ASSET & WEALTH MANAGEMENT INTERNATIONAL
Product/Service	DWS RETIREMENT PROVISION
Category	B02. Use of Mobile Devices
Entrant Company	HAVAS WORLDWIDE DÜSSELDORF, GERMANY
Advertising Agency	HAVAS WORLDWIDE DÜSSELDORF, GERMANY
Media Agency	ARISTON MEDIA SERVICE Cologne, GERMANY
Production Company	THIRTY SECONDS Dusseldorf, GERMANY

Name	Company	Position
Felix Glauner	Havas Worldwide Germany GmbH	Chief Creative Officer Germany
Torsten Pollmann	Havas Worldwide Duesseldorf GmbH	Executive Creative Director
Marjorieth Sanmartin	Havas Worldwide Duesseldorf GmbH	Creative Diector
Patrick Ackmann	Havas Worldwide Duesseldorf GmbH	Creative Director
Marius Pawlitza	Havas Worldwide Duesseldorf GmbH	Art Director
Anna Berg	Havas Worldwide Duesseldorf GmbH	Account Manager
Taras Vasilkevic	Havas Worldwide Duesseldorf GmbH	Head of Development
Alexander Boos	Havas Worldwide Duesseldorf GmbH	Developer
Kacper Jelinski	Havas Worldwide Duesseldorf GmbH	Junior Developer
Doreen Raddatz de Garcés	Havas Worldwide Duesseldorf GmbH	Media Consultant

Brief Explanation

Low interests, underperforming life-insurances and political instability, people are stressed and worry about their pensions. Stress is one main reason for hair-loss, the ultimate disaster for men. This topic relates to our target group, men with higher income, aged 40 to 55. We created the world’s first Hair Banner. To promote a surprising cure for hair loss: The retirement plan of Germany’s No.1 investment company DWS. The best in the market. While users read on their device we simulate a hair falling down on the touchscreen. When the user swipes it away, a banner opens up and promotes the cure.

Results and Effectiveness

The advertising format was new and unique. Since the target group is interested in the real consumption of the websites content and reads through it meticulously we had a high probability that they will spot the hair immediately. The performance of the banner although it had no clear call to action resulted in a very good CTR of 8,2% due to the smart use of media combined with the compelling as well as light hearted value proposition. A next banner flight on international level is already planned for the second half of 2015.

Creative Execution

Via device targeting we addressed the Hair Banner to mobile and tablet users only. Combined with a special banner mechanic, developed together with the online marketer. Due to a special masking technique, the editorial content always stayed fully readable and interactive while the hair was lying on the screen. But it was impossible to avoid our message, once you had decided to get rid of your hair. Hopefully with a sigh of relief and smile on your face.

Insights, Strategy and the Idea

DWS customers and potential clients very often manage investments by themselves and screen Germany’s leading money platforms like “Boerse Online” and “Der Aktionaer” several times a day on their mobile devices to be informed in real time and secure their savings. The disproportional growth of the medium within the target group underwrites this fact. DWS fonds are well present and often discussed and rated there. The creative idea is custom made for mobile devices and touchscreens. The real-life illusion of the hair is crucial to create irritation and the involving moment for the user experience.