UV AWAY by Naga DDB Kuala Lumpur for Naga DDB

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UV AWAY

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Industry Computers & Computer Accessories
Media Promo & PR, Case study
Market Malaysia
Agency Naga DDB Kuala Lumpur
Creative Director Faizal Reza
Copywriter Ted Lim, Davina Chan, Swee Jin Yap
Illustrator Chiw Mun Yew, Danny Chin
Released December 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NAGA DDB
Product/Service: SUNSCREEN
Agency: NAGA DDB MALAYSIA
Date of First Appearance: Dec 28 2010
Entrant Company: NAGA DDB MALAYSIA, Selangor, MALAYSIA
Entry URL: http://www.nagaddb.com.my/thework/uvaway.html
Executive Creative Director: Ted Lim (NAGA DDB)
Creative Director: Faizal Reza (TRIBAL DDB)
Copywriter: Davina Chan (NAGA DDB)
Copywriter: Swee Jin Yap (TRIBAL DDB)
Creative Head - Experiential: Joel Lim (NAGA DDB)
Art Director: Danny Chin (NAGA DDB)
Interactive Designer: Maharis Azman (TRIBAL DDB)
Animator/Special Effects: Wai Yee Koh (TRIBAL DDB)
Illustrator: Danny Chin (NAGA DDB)
Illustrator: Chiw Mun Yew (NAGA DDB)
Copywriter: Ted Lim (NAGA DDB)
Media placement: Web Banner - 40spots - Women’s Magazine Websites And Beauty/shopping Sites/blogs - 28 December 2010

Insights, Strategy & the Idea
UV is everywhere, even indoors. Some lights, TVs and computer screens give off UV rays, so you’re almost constantly exposed to skin-damaging radiation. To promote the indoor use of NEUTROGENA® ULTRASHEER® sunscreen, we spoke to them through a major source of indoor UV – their very own computer screens; a medium they stare at for hours at work or home.

Creative Execution
We created The World’s First Lenticular Web Banner. It instructs users to tilt the screen away from them, thus putting them out of the direct UV glare of their computer screens. The lenticular effect then reveals a hidden message, and users may click through for more info.

Results and Effectiveness
A fresh twist to a common web medium, the lenticular banner garnered a higher-than-average click-through rate of 0.27% (industry standard stands at 0.2%) with a total of 350,000 impressions in just 5 days.