The Banner Ad That Can See What You See
Vattenfall
Issue 39 | August 2016
Agency
MRM//McCann Stockholm
Creative Team
Account Director: Erik Frisell Copywriter: Fredrik Sundqvist Digital Designer: Tobias Vermehren Developer: Marcus Johansson Strategy Director: Johan Blomström Account Manager: Sofia Finnman-Larsson Account Manager: Catharina Fagerlund
Other Credits
Digital Campaign Manager: Mats Hökdahl, Team Leader Online Sales: Maria Engström
Date
January 2016
Background
Vattenfall is Sweden's biggest generator of electricity and producer of heat. Besides their core activities as energy producer, one of their key objectives is to offer consumers smart solutions for their homes and home electronics. Their online store sells a wide range of products that allow you to control electronic devices through your smartphone: switching lights on and off, turn on the garden lights or checking the temperature in your pool.
Idea
Vattenfall, Sweden's biggest generator of electricity and producer of heat, has created a banner-ad that adapts its message in real time to the images shown on the website. For the first time ever, image recognition is used in a large scale ad campaign.
Vattenfall created a banner ad campaign that can adapt its message to the millions of images that are on Hemnet.se and the thousands of new images that are uploaded every day.