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PLAN.NET, Hamburg / WEIGHT WATCHERS / 2009
Overview
Credits
OVERVIEW
Effectiveness
The banner performed incredibly well, with a click-rate of 9.28%.
Execution
We showed how being overweight effects peoples life by putting the entire typography of a website in bold, so that the page was very hard to read. The typography turned thin and readable, once the user clicked on the Weight Watchers banner on the page.
Strategy
What does being overweight mean? It means to have to struggle with restrictions in everyday life. But it doesn’t have to be like this. And that is what we wanted the user to experience. The goal was to generate attention for the Weight Watchers program.
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