Post-it - "The Banner That Makes You Like Banners"

Proximity Russia

Proximity Russia Moscow, Russia

Awards

24426

Brand: Post-it
Country: Russia

Advertiser: 3M

Title	The Banner That Makes You Like Banners
Agency	Proximity Russia
Campaign	Post-it® Banners
Advertiser	3M
Brand	Post-it
Date of First Broadcast/Publication	2015 / 5
Business Sector	Stationery & Office Supplies
Story	Post-it® is one of the most analog brands in the world. Our task was to start making Post-it® a noticeable part of digital conversation. We decided to use the element of the Internet, many people have strong feelings for: retargeting banners. The ones that keep coming back to you with the same item again and again. We repurposed this technology for something users deliberately put in front of their eyes: Post-it® notes.We focused on men and women who spend their days at the office and browse a lot. The media budget we could operate with was suitable for a relatively wide banner campaign, so we aimed to make it count. We created an interactive banner, that allowed users to replace retargeting banners with their own Post-it® notes. Behind this banner there was the same technology big websites use to identify people and show them the things they only looked at once. We used a banner network that covered more than 20 000 websites to make sure that the users met their Post-it® notes wherever they went. If a user clicked on his note, he would land on a Post-it® page, where he could create more stickers or delete them all.
Media Type	Web Advertising/Banners
Length	60 seconds
Market	Russia
Marketing Supervisor	Sergey Smolentsev
Marketing Coordinator	Yulia Smirnova
Creative Director	Andrew Kontra
Copywriter	Polina Zabrodskaya
Copywriter	Anna Migaleva
Art Director	Fernando Muto
Business Development Director	Mikhail Vdovin
Digital Director	Alexander Makarovsky
Account Manager	Polina Zvereva
Digital Production	INDEE Interactive
Producer	Alexey Zinchenko
UI Designer	Egor Bernikov
Coder	Arina Vernidub
Coder	Andrey Zakurdaev
Coder	Oleg Nikanorov