Via device targeting we addressed the Hair Banner to mobile and tablet users only.

Together with the online marketer we developed a special masking technique with which the editorial content always stayed fully readable and interactive while the hair was lying on the screen. But it was impossible to avoid our message, once you have decided to get rid of "your" hair. Hopefully with a sigh of relief and smile on your face.

The presented advertising format was new and unique. Since the target group is interested in the real consumption of the websites’ content and reads through it meticulously we had a high probability that they will spot the hair immediately.

The performance of the banner although it had no clear call to action resulted in a very good CTR of 4% due to the smart use of media combined with the compelling as well as light hearted value proposition.

A next banner flight on international level is already planned for the second half of 2015.

Also the advertising press picked up on the originality of the mobile banner ad.