Paraphrasing the already consolidated model that allows for close buttons on banners “over the page” (pop-up, floating ad, superstitial, dhtml) Natura converted these into possibilities for “in page” banners that were previously devoid of such buttons (full banner, super banner, skyscraper and showcase). The mechanism allowed consumers to close the banner, giving them an animation-free, clean page. Plus, the effect of not being bothered by the Natura banners lasted for 24 hours.

BUZZ: 20 blogs, 5 newspapers, 15 websites, and 2 magazines continuously commented on the action.TRAFFIC: There was a 2.31% click rate (6 times higher than the national average) and 4 times higher than last year.

REJECTION: 18% of the clicks on the close button showed that the consumers saw a benefit in being able to close the banners.