GDN banners know when you need a pill
People don’t think about painkillers unless they need them right now. To target only those who were actually interested in our product (in other words: have a headache) we developed Headache Targeting. It’s a precise GDN targeting algorithm based on automated data gathering and analysis. It identifies and reaches every person with a headache in real time.
Logic & Execution
World Health Organization study claims that 78% of all headaches are caused by stress. Stress alone acts like a foundation, the headache itself is triggered by rapid weather changes like strong winds, air pressure drops, temperature changes and other.
We identified stressed out people by analyzing Google search requests: divorce attorney, money loan, iphone pawnshop, couples therapy, etc. We sorted them into 4 groups and mixed with 8 weather triggers in 4 locations in order to create 128 personalized banners for all possible scenarios
To show banners precisely when a headache starts, their rotation was synchronized with up-to-the-minute weather changes. With the help of Google API the script automatically manages ad campaigns in Google AdWords. With this script banner CTR rose up to 570% compared to traditional retargeting.
Awards
WOW DONE — WOW DONE BEST / DIGITAL VERTICAL
WOW DONE — MEDIUM WELL / DIGITAL VERTICAL / INNOVATIVE USE OF TECHNOLOGY
WOW DONE — MEDIUM WELL / DIGITAL VERTICAL / ONLINE ADVERTISING
WOW DONE — MEDIUM WELL / MARKETING DISCIPLINES VERTICAL / INNOVATION
WOW DONE — MEDIUM/ INDUSTRY VERTICAL / CONSUMER PRODUCTS – HEALTHCARE, BEAUTY & FASHION
WOW DONE — MEDIUM RARE / INDUSTRY VERTICAL / SMALL BUDGET CAMPAIGN
Ad Black Sea International Advertising Festival / Bronze / DIGITAL & MOBILE / FMCG
Ad Black Sea International Advertising Festival / Shortlist / DIGITAL & MOBILE / DIGITAL & MOBILE CRAFT: ILLUSTRATION & GRAPHIC DESIGN
KIAF — SILVER / DIGITAL & MOBILE / FMCG
KIAF — BRONZE / DIGITAL & MOBILE / DIGITAL & MOBILE CRAFT: ILLUSTRATION & GRAPHIC DESIGN
KIAF — BRONZE / MEDIA / USE OF DIGITAL PLATFORMS
KIAF — SHORTLIST / INDUSTRY CATEGORIES / FMCG | DIGITAL
KIAF — SILVER / BEST MARKETING INNOVATIONS
WHITE SQUARE — BRONZE / MEDIA PROJECTS/ Media strategy
WHITE SQUARE — BRONZE / DIGITAL / Web banners
Credits
Creative Director: Ihor Tulub
Director of Creative Technology and Art: Viktor Shkurba
Creative Technical Director: Alexander Savin
Technical Director: Andrew Sergeev
Strategy Director: Mikhail Traverse
Copywriter: Nisapova Aliya
Art Director: Natalia Tachinskaya
Lead Designer: Sergey Komlev
Designer: Oksana Yermakova, Albina Cholak
Head of Analytics: Vladimir Bilets
Account Manager: Svetlana Mironchuk
Production Manager: Olha Muzychenko
