Cannes Lions

BANNER CURTAIN

DEMNER, MERLICEK & BERGMANN, Vienna / XXXLUTZ / 2013

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Case Film
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Overview

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Credits

Overview

Description

Mömax offers young, modern furniture in 36 stores in Germany and Austria. To reach the daily growing group of consumers, who are sick of banners, we developed a special plug in: the Banner-Curtain. It automatically hides every banner behind an actual Mömax curtain.

We spread this by e-mailing the 210.000 members of our customer loyalty club and by using social media. On bannervorhang.at (transl. bannercurtain.at) our customers could select their individual curtain design, install it and share it.

The result: Banner-Curtain was downloaded nearly 12.000 times. This means by hijacking every existing banner, we generated media worth about 5 million Euros.

JURY: Please use Firefox.

Execution

We caught people’s attention just by e-mailing the 210.000 members of our customer loyalty club and by using social media (f.e. our 20.000 fans on facebook).

On bannervorhang.at (engl. bannercurtain.at) our customers could select their individual Banner-Curtain design, install the ad blocking application and of course share it.

Outcome

Without spending any media money, our Banner-Curtain was downloaded nearly 12.000 times.

Considering that the average Austrian consumers online advertising value is about 12 Euro per month, our Banner-Curtain saves 5.184.000 Euro media budget in one year by hijacking every existing banner.

All by the help of people who just want to get rid of online advertising.

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