Case study: The banner ad that can see what you see

Digital marketing industry case study library

Sweden's biggest generator of electricity and producer of heat created a banner-ad that adapts it’s message in real time to the images shown on the website. For the first time, image recognition is used in a large scale banner ad campaign.


Image Recognition Banner (eng) from MRM//McCann Stockholm on Vimeo.


Case study summary

• Utilities provider wants to showcase its smart solutions for home electronics
• Group created a banner campaign that adjusts its message to what the user is looking at
• The campaign generated a million (and counting) different images

The challenge

Vattenfall is Swedens’s biggest generator of electricity and producer of heat. Besides their core activities as energy producer, one of their key objectives is to offer consumers smart solutions for their homes and home electronics.

Their online store sells a wide range of products that allow you to control electronic devices through your smartphone: switching lights on and off, turn on the garden lights or checking the temperature in your pool.

You can also find products that will help reduce your energy consumption, such as window seals that stop energy leakage, flow control valves that reduce water consumption and even solar cell panels.

With a vast range of smart home products to showcase, contextual relevance is key. Showing the user the right product at the right time – in real time.

The solution

Working with MRM/McCann Stockholm , the group created a banner campaign that adjusts its message to what the user is looking at.

Through the use of image recognition together with some serious calculations and smart database-use, created The Banner Ad That Can See What You See.

The results

The campaign generated a million (and counting) different images.

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