Agency: Nicholson Kovac
Name of campaign: “3M Flu Detection Campaign”
Launch date: October 2009
Creative credits: Account supervisor: Andrew Warner; senior account executive: Megan Donahue; account coordinator: Amalia Banuelos; group creative director: Lance McCormick; senior copywriter: Staci Meyer; art director: Jeff Schroer; prepress manager: Carrie Parrott; senior production manager: Barb Dunbar; group media director: Allisyn Wheeler; senior media planner: Aubrey Ammon; director of social media influence: Chris Kovac
Why we liked it: These rich media banner ads are so good they’re, as the kids say, sick. These banners are for 3M’s flu detection products: 3M Rapid Detection Flu A&B and RSV. The ads feature intriguing visuals, which are microscopic views of flu and RSV bugs. These close-ups of these nasty organisms are beautiful (or ugly?) enough to attract the viewers’ attention. The ironic headline is pretty good, too: “Say hello to my little friends.” Then the banner ads get to work imparting the critical information and selling, selling, selling. The ads drive interested viewers to a short online demo—or offer a visit from a 3M professional in your lab.