There was a time when a big company like 3M might have sent a nasty letter to the agencies waging a Post-it war on Canal Street—telling them to quit sullying its brand name in social posts. These days, though, any company that knows anything about social would be thrilled to see something like this develop. And 3M was.
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?
There's a famous scene in Sleepless in Seattle where Meg Ryan's character looks out the window and sees the Empire State Building all lit up with a heart in the windows, setting unrealistic expectations for every starry-eyed romantic in the free world. To celebrate White Day in South Korea (another romantic holiday a month after Valentine's Day), agency Innored and Post-it were clearly inspired by Meg—creating a clever stunt that uses plenty of Post-its to communicate a man's affection for his girlfriend. Watch as this resourceful dude has 250 messengers create a special message for his special lady:
Sex and the City's leading ladies—Carrie, Samantha, Miranda and Charlotte—turned everything from Manolo heels to sex swings into household names during the series' run on HBO.
Specs Who (l. to r.) John Moberg, COO, CTO; Keith Wolf, CCO; Geoff Bremner, president and CEO; Jason Tell, chief knowledge officer What Digital ad agency Where Minneapolis
Is a Post-it still a Post-it without its fun, sticky backing? In an attempt to bring those delightfully low-tech notes into the high-tech digital age, 3M is launching a new app that turns the paper squares into electronic reminders.
Post-it is putting up giant yellow notes around London wishing Prince William and Kate Middleton a long and happy marriage together. Because, you know, nothing says permanence quite like a Post-it note. "May you stick together forever. Congratulations," says copy on the wall next to the notes. The tagline is: "Holds stronger and longer." The campaign, by OgilvyAction, went live on Sunday and will run for two weeks in various sites across London. Helene Manga, brand manager at 3M, says: "We couldn't say no to the campaign. The royal wedding is spreading cheer throughout the nation as millions, even billions of people across the world gear up for this wonderful celebration. OgilvyAction has placed Post-it Super Sticky Notes at the heart of the event with a humorous campaign that has as wonderfully light touch." If Manga was invited to Friday's wedding, she's now surely been uninvited. Full image after the jump. Via Ads of the World.