To bring the idea to life, we created a targeted banner ad that was displayed where active citizens spent time online. The banner functioned as a “shopping cart” for good ideas. Whenever a user found an article they thought could help improve their city, all they had to do was drag and drop it into the banner, and the article and user would be instantly transported to the People for Smarter Cities website, where it could be read, discussed, and shared by our active community of engaged citizens.

During the media flight, our banner ads outperformed the Click Through Rate (CTR) of similar ads by 300%. When combined with a page takeover, the banners generated an outstanding 36% engagement rate— 360x the average banner engagement rate. Additionally, visitors to our site spent 7x more than the industry standard engaging with content when clicking through our banner.