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Jasper Hein Nordling
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UNICEF Sweden
The Disguised Banner

  • Strategy
  • Concept
  • Design
  • Influencer outreach
  • Media relations

We invented a banner directed only to people using ad blockers. We gave them a simple message: Children’s rights should never be blocked.

Brief
UNICEF Sweden asked us to highlight that children don’t have the right to complain themselves when their rights are violated. Our mission was to direct the message to the audience and engage them to sign our petition.

Insight
25 percent of all Swedes use ad blockers when online. Children’s rights are blocked in the grown up’s society. They shouldn’t be blocked online too. What if we could highlight this by hijacking the ad blocker debate?

Concept
Children’s rights should never be blocked. We invented the world’s first banner directed only to people using ad blockers. We stripped it of tracking scripts and motion to avoid ad blocker detection and published it on DN.se.

Results
The banner got worldwide media attention and a click through rate of 3 percent, 300 percent higher than an ordinary CTR for a text based banner. The conversion rate was a staggering 10 percent and 10 000 people signed up for children’s right to complain.

“What does it take to persuade jaded ad block users to lower their gard?”

Mashable

Project statistics

  • — Click through rate of 3 percent among unique visitors ­
  • — 300 percent higher click through rate than an ordinary CTR for a text based banner
  • ­— The conversion rate for signing our plea was 10 percent
  • — 10 000 people signed up for children’s right to complain
  • ­— Listed as one of the best campaigns of the year by Wall Street Journal
  • ­— Shortlisted in The Webby Awards 2016
  • ­— Shortlisted in Guldägget Awards 2016
  • ­— Winner in SABRE Awards 2016

The project was highlighted internationally by The Wall Street Journal (two times), Mashable, Trendhunter and Contagious.