We are continually challenging ourselves to generate big ideas that are innovative and cutting edge. In the case of 3M Filtrete Filters, we found a powerful product benefit that provided us with an ideal platform to extend our product message via a truly unique user experience. 3M filters actually remove 99.9% of airborne particles. Now, you need to realize how bad these airborne particles are, to truly appreciate why this product is needed in your home.
Just imagine… traveling down an air duct in your home, and you discover what is circulating in the air you breathe. The dust, dander and bacteria that lives in your home. Now imagine seeing it all in stereoscopic 3D. By utilizing 3D stereoscopic imaging we were able to showcase and bring to life the efficacy of 3Ms Filtrete Filters, all while providing an engaging experience that really made our consumers cringe. Close-ups of dust mites, mold spores, dander and bacteria really made consumers understand what is in the air they breathe and ultimately the impact it has on their – and their families’ – health.
The microsite provided an interactive and fun exploration in a 3d and 2d experience, all while serving up informative product information as well as the chance to win a heli-hiking adventure in the Canadian Rockies.
We worked in close conjunction with Due North (www.duenorth.com), who brought the campaign to life in print. The print execution depicted the dining room and sideboard with plates, candles and a silverware box that resembles a pollution-producing factory. Attached were a pair of 3D glasses and directions to head to filtrete3D.com.
We were truly excited to work with 3Ms brand team and Due North to bring this execution to life. They allowed us to take creative risks when necessary. It’s great when you hear that the execution is too scary to even look at… or the fact that they allowed us to reference FECES in an actual banner execution.
Our integrated development allowed us to create a successful campaign that saw traffic numbers higher than the industry standard and contest registrations that far exceeded initial benchmarks. Truly a proud achievement! The fact that the site won an fwa was just icing on a successful campaign.
James says: