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Sberbank / Keep It A Secret

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Finance brand creates Chrome extension to replace contextual banner ads

Sberbank, Russia’s biggest and oldest bank, has created an extension for Google Chrome that lets people keep their surprise gifts, well… a surprise.

The Surprise Keeper, developed by Leo Burnett Moscow, replaces contextual ads that tend to follow you around after you’ve looked at a certain product. After downloading the extension, users see a Surprise Keeper icon, styled as a lock, in the top of their browser panel.

To replace their contextual ads, people just click on a type of product they want to see instead, such as socks, beauty care products or home appliances. From then on, regardless of what users browse, the banners they see will be standard commonplace products.

 

Contagious Insight / 

Branded solution / It’s quite common that targeted banners will follow users around with the same products they have already bought and this intrusiveness is one of the reasons why people have a negative perception towards most contextual ads.

While this might be annoying if you’ve got something for yourself, it could really ruin a surprise if you’ve bought a gift for someone online. In fact, this was the insight that sparked the creation of the Surprise Keeper. Mikhail Tkachenko, senior art director, Leo Burnett Moscow said to Little Black Book that the idea had come from a real-life insight: ‘Evgeny’s birthday was coming and his girlfriend Ira talked us into giving him tickets for a match played by Manchester United. He appeared thrilled to bits when receiving the gift. But after a while he told me that, a couple of days ahead of his birthday, the PC he was sharing with Ira began flashing ads that went: “Visas to the UK,” “Air tickets Moscow – Manchester,” etc.’

Here, Sberbank has created a solution to the problem which positions the brand as thoughtful and understanding.

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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