D&AD wanted to engage people in the creative industry all year round,
and not only when the results are released. Our strategy was to
celebrate creativity using a huge trend in the industry at the moment: ad
blocking.
Campaign Success
The web browser extension demonstrates
that D&AD is the best curator for creative advertising. The Ad filter blocks
boring ads and shows award-winning ads instead. After the installation of
the extension, people can enjoy a daily dose of good advertising for a
long time.
Describe the success of the promotion with both client and consumer including some quantifiable results
With no media budget
15 000 downloads the first week
44 000 visits on the website
7000 tweets and 9000 shares
There was huge interest from the press and the industry.
Explain why the method of promotion was most relevant to the product or service
The Ad filter engages people everyday towards D&AD by offering them a
daily dose of good advertising. By blocking the boring ads and showing
only the great ones, the plug-in promotes D&AD every time the user
watches a video on youtube. The Ad filter stimulates people in the
creative industry by encouraging them to raise their standards if they
want to get a yellow pencil. The ad filter is a strong demonstration of the
prestige of D&AD.