THE BANNER THAT SUCKS by Y&R Tel Aviv for Vax

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THE BANNER THAT SUCKS

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Industry Electronic Devices & Home Appliances, Vacuum Cleaners
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Account Supervisor Shiran Chen Barazani Account Manager:
Released March 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: VAX
Product/Service: VACUUM CLEANER
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Mar 26 2010 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://www.yri.co.il/e/2010/vax/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Interactive Copywriter: Nadav Raviv (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisor: Shiran Chen Barazani (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Manager: Merav Greenshtein (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Interactive Project Manager: Amichay Kattan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Programming: Alex Vasilenko/Roman Rozanov (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Interactive Designers: Arkadi Greenman/Yaarit Rosenfeld/Ilya Phatelevich (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Traffic: Nir Diamant (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Media placement: Internet Banner - Ynet, Tapuz - 26 March 2010

Results and Effectiveness
We cleaned 13,000 computers Deleted 100,000 cookies…and that's just for starters. The campaign is still running.

Creative Execution
We build the first vacuum utility banner capable of cleaning your computer from the inside by sucking out the “bad cookies” that slow down your PC and Internet surfing speed. We wrote a code that identifies the bad cookies on your computer and cleans them out with a click on the banner. The banner also reports how many cookies were deleted.

Insights, Strategy & the Idea
To prove VAX vacuum cleaners are more powerful than any other, we decided to help Internet surfers and PC owners clean up the computers.