Commentary
OgilvyOne, San Francisco - Barclays Global Investors
- by August 25, 2008
Barclays Global Investors
http://www.sfawards.com/omma_08/origami/
Finalist Business-to-Business
OgilvyOne, San Francisco: Tom Giovagnoli, group creative director; David Shearer, executive creative director; Angel Evan, associate creative director; Jeff Fang, art director; Chris Crandall, Flash developer/animator; Scott Johnson, associate director, digital studio; Rachel Rapaport, account director; Liza Wood, account supervisor; Carol Segalla, producer; Dalia Burde, producer; Jen Small, art buyer; Danielle Pollard, art buyer
Anyone who thinks banners and display ads are dead hasn't seen Barclays' "Don't Let a Good Idea Get Away" campaign for its iPath etn product.
These aren't your father's banner ads. They're edgy, interactive, entertaining, engaging ... and oh yeah, they actually work. That the campaign boasts click-through rates four times higher than
the benchmark and that visitors spend three minutes with a 90-second video show tremendous engagement and connection with the brand. The nontraditional landing page, which shows how the origami
shapes in the banners were actually made, plays off the popular and well-accepted idea of exclusive dvd behind-the-scenes featurettes. The physicist-turned-origami artist lends credibility,
leadership and intrigue to the campaign.
