| Title | HAIR BANNER |
| Brand | DEUTSCHE ASSET & WEALTH MANAGEMENT INTERNATIONAL |
| Product/Service | DWS RETIREMENT PROVISION |
| Category |
F01. Mobile Advertising |
|
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
|
Credits
| 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 |
Creative Execution
Via device targeting we addressed the Hair Banner to mobile and tablet users only.
Together with the online marketer we developed a special masking technique with which 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 have decided to get rid of your hair. Hopefully with a sigh of relief and smile on your face.
The presented 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.
Also the advertising press picked up on the originality of the mobile banner ad.
Statistics show that the stock of pensions has increased. In 2013 the number of closed pension deals was 4 times higher than in 2010 (source: http://de.statista.com).
But due to low interests, underperforming life-insurances and political instability, people are put under pressure and worry about their pensions.
They manage investments by themselves and screen financial platforms several times a day on their mobile devices to be informed in real time and secure their savings.
All this causes stress.
Stress is one main reason for hair-loss.
Which is the ultimate disaster for men.
How did we make use of this insight?
We created the world’s first Hair Banner. To promote a cure for stress-related hair loss: The relaxing retirement plan of Germany’s No.1 investment-company DWS.
While users read on their mobile device we simulate a hair falling down on the touchscreen. When the user swipes it away, a banner appears and promotes the cure.