| Title | THE SMUDGY SCREEN AD |
| Brand | ROGGE INTERTRADE |
| Product/Service | ROGGE DOU-CLEAN |
| Category |
A01. Use of Screens |
|
Entrant Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
|
Credits
| Roland Rudolf |
Cheil Germany |
Chief Creative Officer |
| Joern Welle |
Cheil Germany |
Executive Creative Director |
| Thomas Schroeder |
Cheil Germany |
Executive Creative Director |
| Mateus Vilela |
Cheil Germany |
Art Director |
| Rafael Calvacanti |
Cheil Germany |
Art Director |
| Fernanda Roedel |
Cheil Germany |
Concept Developer |
| Niv Baniahmad |
Cheil Germany |
Head of Production |
| Christoph Fischer |
Cheil Germany |
Head of Development |
| Moritz Gillrath |
Cheil Germany |
Agency Producer |
| Moritz von Fragstein |
Cheil Germany |
Account Director |
| Andreas Surkus |
Cheil Germany |
Business Intelligence |
| Georg Erb |
|
Business Intelligence |
Brief Explanation
Touchscreens completely changed the way we use the displays of digital devices. With one visible downside: smudge, smear or grease on a touchscreen are unpleasant to look at and even more to use. This affects anybody using digital devices. So how do we make people aware they might really need a good screen cleaner?
IDEA: Smudge and smear are visible the most on black displays – so ROGGE Screen Cleaner exactly does this: using only a black screen, we let a user’s smartphone or tablet display itself do the advertising, turning the medium into a self-explaining, convincing message.
Results and Effectiveness
- The simple idea of using the screen itself retrieved the maximum impact out of a very straightforward and sometimes even annoying medium and rooted the ad message convincingly in reality.
- Sales increase in the ROGGE Online Shop: 5x times.
- Click-through rate: 1.04% (compared to 0.06% average for display ads).
Creative Execution
Using the smallest footprint possible - just the tagline and product logo on a black screen - any smudge or grease on the screen became instantly visible when the interstitial turned up on a user’s screen. A touch on the ad led to the ROGGE Online Shop, where users could buy a screen cleaner according to their specific device.
Insights, Strategy and the Idea
The Smudgy Screen Ad ran as a typical interstitial display ad on mobile websites and within apps, among them vice.com, kino.de and the app of British newspaper The Mirror, especially targeting Millennials and heavy users.