Cannes Lions

THE ASTRA BANNER BLOCKER

PHILIPP UND KEUNTJE, Hamburg / CARLSBERG / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

The Astra Banner Blocker was based on the open source project Adblock Plus. The Astra Banner Blocker is available as a free download from the Astra shop at www.astra-bier.de – and suitable for all suitable browsers (Chrome, Safari and Firefox). When launching the Astra Banner Blocker, approx. 400 different banners with 20 motifs were incorporated. This included current motifs and popular Astra classics. The number of motifs and formats is continuously being expanded. In order to raise awareness of the Astra Banner Blocker, a post on the brand Facebook page and teaser on the Astra homepage sufficed.

Outcome

The Astra Banner Blocker is a success story that will only stop when the Internet has transmitted its last byte. Since its launch, it garnered enthusiasm amongst people and the media and increased their loyalty to the brand. This is proven by the numerous click and download figures, as well as the very positive press reception. This has led to a huge media volume without spending a single cent of the media budget. The Astra cult not only finds a home in people’s fridges, but is also an integral component of their most important communication medium: the internet.

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