Title	THE BANNER AD THAT CAN SEE WHAT YOU SEE
Brand	VATTENFALL
Product/Service	ENERGY
Category	C01. Online Ad
Entrant	MRM//McCANN Stockholm, SWEDEN
Idea Creation	MRM//McCANN Stockholm, SWEDEN

Name	Company	Position
Erik Frisell	MRM//McCann Stockholm	Account Director
Fredrik Sundqvist	MRM//McCann Stockholm	Copywriter
Tobias Vermehren	MRM//McCann Stockholm	Digital Design
Marcus Johansson	MRM//McCann Stockholm	Developer
Johan Blomström	MRM//McCann Stockholm	Strategy Director
Sofia Finnman-Larsson	MRM//McCann Stockholm	Account Manager
Catharina Fagerlund	MRM//McCann Stockholm	Account Manager

The Campaign

The Banner Ad That Can See What You Can See uses real-time user data from real-estate website Hemnet.se in order to know which image people are looking at. Then it matches the image with both image recognition technology and our own database of relevant banner messages. The result is a banner ad which can adapt its message to the image people are looking at – in real-time. The banner ad can actually adapt its message to millions of images in real-time.

Creative Execution

Through image recognition we have succeeded in creating a banner ad campaign which in real-time can adapt its message to what you are looking at. When entering the the real estate pages on Hemnet.se the banner ad is showing products that seamlessly fit in the environment of the real estate shown in the main page. Whenever you switch image (each piece of real estate is presented with a carrousel of five different pictures), the banner instantly switches message – giving you a real time response in a truly contextual surrounding. In order to do this we used real-time user data from Hemnet.se, API:s and we created a database with a vast number of messages being able to map into the specific tags that the image recognition found in the images. The banner ad we have created can adapt its message to millions of images in real-time.

We have created a banner ad that can adapt its message to millions of images in real-time. Even though the prime objective was to drive brand value and inspire users with the vast number of products Vattenfall is offering, we saw high engagement for the smart home products. 20 % of the people who went from the banner to Vattenfall.se soon came back to read more about the smart home solutions. The use of technology enhanced the user experience since users were only shown banners that were truly relevant to them in their current online behaviour.

In order to get the users of Hemnet.se to consider smart home products, we decided to target them in a context where these products are truly relevant to them. We wanted to show the user the right product at the right time – in real time. To do this, we combined real-time user data from Hemnet.se with an API for real-time image recognition. We then cross-linked this to a list of banner ads for products that are relevant for the image they are looking at. The result is a banner ad that knows what you are looking at and what that specific image contains - and that adapts its message accordingly. This way we targeted the users of Hemnet.se to consider smart home products based on their current online behaviour.