The fact is, our target (25 to 35 years old young adults) simply don’t think about buying screen cleaners. It is not an essential product for them.

For this communication we had to create awareness about Uzay Anti-dust Screen Cleaner and most importantly, make its benefit relevant.

The easy way of increasing awareness would be making a traditional campaign to communicate the benefits of our product. However this campaign didn’t have a big budget and for that reason we had to communicate our message in a very precise and efficient way.

The idea was to create an intervention on mobile website pages. First the user sees the image of a dust on the screen while browsing the mobile website. Instinctively the user tries to clean it with his finger and when he does, a pop-up ad appears. In the ad we present our product, Uzay Anti-dust Screen Cleaner, and if the user gets interested he can click on the link for the product’s website.

The results of the communication were impressive for such low budget communication. In one single day the ad reached 10,000 impressions and 8,147 unique users. 1,573 clicked on the ad and were directed to the product’s website, resulting on a conversion rate of 15.73%.