DIGITAL HIGHLIGHTER by Kempertrautmann Hamburg for Edding

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DIGITAL HIGHLIGHTER

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Industry Stationery
Media Promo & PR, Case study
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Stefan Walz
Art Director Bastian Adam
Copywriter Heiko Freyland
Released January 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: EDDING INTERNATIONAL
Product/Service: DIGITAL HIGHLIGHTER
Agency: KEMPERTRAUTMANN
Date of First Appearance: Jan 31 2011
Entrant Company: KEMPERTRAUTMANN, Hamburg, GERMANY
Entry URL: http://frida-frommen.de/awards/digitalhighlighter/
Creative Director: Heiko Freyland (kempertrautmann)
Creative Director: Stefan Walz
Art Director: Bastian Adam (kempertrautmann)
Account Director: Dorothea Feurer
Account Manager: Elisabeth Einhaus (kempertrautmann)
Account Manager: Niklas Kruchten (kempertrautmann)
Interactive Producer: Larissa Hube (BlueMars)
Production: Matthias Muck (BlueMars)
Programming: Christian Pappas (kempertrautmann)
Programming: Andreas Seebald (BlueMars)
Technical Installation: Sebastian Maus (BlueMars)
Head of Technical Installation: Tobias Kirchhofer (BlueMars)
Copywriter: Heiko Freyland (kempertrautmann)
Media placement: Edding Digital Highlighter - Banner, Microsite, Bookmarklet - 31.01.2011

Insights, Strategy & the Idea
edding markers can be used virtually anywhere. Except online.
How can we make edding a major brand in the Internet too?

Creative Execution
The first digital highlighter of its kind allows users to highlight texts online, share them via social media sites and email or save them as PDF files. The online articles and PDF files are linked to an edding microsite, where the highlighter can be added to the bookmarks toolbar. This bookmarklet solution allows the digital highlighter to work on any website with text, regardless of which browser is being used.

Results and Effectiveness
The flash banners generated a 2.7% clickrate. 81% of users added the digital highlighter to their toolbar. Access rates of the edding homepage via our digital highlighter microsite increased by 12% during the campaign.