3M Makes Retargeted Banner Ads Less Annoying by Turning Them Into Post-it Notes

You won't mind if they come back

Retargeted banner ads are the sledgehammer of the Web, bashing you again and again with the same random product you looked at once, whether you like it or not.

But 3M figured it could use the retargeted banner's weakness as a strength. If the same banner comes up again and again, the company figured, why not make it a Post-it note where you could jot down info that might be useful later—when the ad pops up again?

Proximity Russia did just that in a recent campaign. Check out the case study below. It seems like ad-blocking software, but it's not. 3M simply used retargeting technology and gave it an interactive spin.

The agency collaborated with several banner networks to get the Post-its on top websites in Russia. Clicking on the banners led you to a Post-it page, where you could create more stickers, edit or delete them all.

CREDITS
Client: 3M
Marketing Supervisor: Sergey Smolentsev
Marketing Coordinator: Yulia Smirnova
Agency: Proximity Russia
Creative Director: Andrew Kontra
Senior Copywriters: Polina Zabrodskaya, Anna Migaleva
Senior Art Director: Fernando Muto
Business Development Director: Mikhail Vdovin
Digital Director: Alexander Makarovsky
Senior Account Manager: Polina Zvereva
Digital Production House: Indee Interactive
Producer: Alexey Zinchenko
UI Designer: Egor Bernikov
Coders: Arina Vernidub, Andrey Zakurdaev, Oleg Nikanorov