The Banner That Makes You Like Banners
3M
Issue 36 | September 2015
Agency
BBDO Russia Group, Proximity Russia
Creative Team
Creative Director Andrew Kontra Senior Copywriters Polina Zabrodskaya Anna Migaleva Senior Art Director Fernando Muto
Production Team
Production Company INDEE Interactive
Other Credits
Business Development Director Mikhail Vdovin Digital Director Alexander Makarovsky Senior Account Manager Polina Zvereva 3M Marketing Supervisor Sergey Smolentsev 3M Marketing Coordinator Yulia Smirnova
Date
April 2015
Background
Post-it® is one of the most analogue brands in the world. The task was to try to give it a role to play in digital conversations.
Idea
People often have strong feelings about retargeting banners. The ones that keep returning with the same item, the same message again and again.
Results
Active engagement was measured at 47,6%, 1,300% higher than for an average interactive banner in Russia and 58% better than the previous highest result of the banner network used.
Average interaction time was 152.40 seconds, 214% longer than the best practices on the market.
97% of users opted to see their Post- it® retargeting banners throughout several weeks of the campaign, 39% of them used the website to add more.
Our Thoughts
This is just so-o-o clever, bringing Post-it® notes to life online pretty much exactly as you'd use them in the real world – sticking them somewhere you'd see them as reminders to worm the cat, buy more dog food, come up with ideas to sell more subscriptions of Directory (my own 'to do' list at the moment). The genius is not just making the memos visible so you don't forget them, as I do, but to turn to positive effect those spaces that usually have such negative associations.