A LITTLE SPACE TO THINK

DIG, Sydney/Melbourne / POST IT® / 2022

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Overview

Credits

Overview

Why is this work relevant for Media?

We needed to give Post-it® Super Sticky Notes & Teamwork Tools long term relevance in our digital worlds, creating a new and energised motivation to purchase - driving product sales through to retailers. We did this by targeting them at the moment they least expected.

Background

Research commissioned with Omnipoll revealed correlations between the evolution of online work and study during COVID-19 and the defi cit of creativity and collaboration across education, business and corporate sectors.

Concerned, we ran a campaign disrupting digital and social ad space to help Aussies take a break from online noise. A little space to think took over news sites and blocked out social feeds with the colours of Post-it® Miami Super Sticky Notes. We positioned Post-it® as an enabler for thinking freely, collaboratively, and creatively away from the screen. Give Post-it® Super Sticky Notes long term relevance in our digital and lockdown worlds by driving product sales through retailers. Society, the pandemic and technology have created a set of rules for the way we think. We talk, think, learn and create primarily online.

Empirical evidence suggests that we need to jot, scribble and write to think more diversely.

Describe the creative idea / insights

We disrupted digital & social ad spaces to help consumers clear their minds and take a break from the online noise. Giving them a little space to think.

Describe the strategy

This campaign challenged our current thinking conditions, of being

physically and mentally locked to our screens, and suggested a better

way. Post-it® is positioned as an enabler that keeps us off screen to think

freely, collaboratively, and creatively.

We highlighted the correlations between the evolution of online work and

study (through the pandemic and prior), and the deficit of creativity and

collaboration across education, business and corporate sectors, by

commissioning a piece of research with Omnipoll. From this, we found

that: 60% felt locked to their computer, affecting their wellbeing. 56%

finding it hard to stay motivated. 53% feel that back-to-back video call

meetings make it difficult to find time to think creatively. 51% admit to

finding it difficult to share ideas over the screen. 49% believe it’s difficult to

collaborate virtually. 40% feel that being online for work or study doesn’t

give them space to think creatively.

Describe the execution

We then disrupted digital & social ad space to help consumers clear their

minds and take a break from the online noise. We’ve taken over news

sites, and blocked out Instagram, Facebook, Youtube & TikTok feeds with

the colours of Post-it® Miami Super Sticky Notes - creating a visible space

amongst the clutter. The digital & social space directs traffic through to

Officeworks to generate conversions. On TikTok, a platform typically filled

with busy feeds of energised films and sounds, we gained 4.9M views and

49K clicks through to Officeworks in just a few weeks.

List the results

17 Million impressions (across digital and social)

75.6K clicks through to Officeworks

49K clicks on TikTok alone (on a $16k AUD media spend) - most likely

due due to the disruptive nature of the creative in a video sound on

platform

1.56% digiital display click-through rate exceeding industry standard of

0.08%

Highest CTR across NSW & VIC (states who needed the break most, in

lockdown during the first half of the campaign)

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