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

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