ABOUT

The first display ad in which dirty screens themselves advertise a screen cleaner.

TASK:
Often, displays and especially touchscreens are covered in fingerprints or are heavily smeared and therefore disgusting to touch. Rogge, a leading German supplier of screen cleaners for PCs, wanted to increase awareness and sales among smartphone and tablet users.

IDEA:
The world's simplest online banner: because fingerprints and smudges are most visible on dark displays.

SOLUTION:
Blank black screens indicated all by themselves whether they should be cleaned with Rogge Screen Cleaner. In this way, the medium became the message and gave Rogge a sensational click-through rate of 1.04% for display ads, as well as an approximately fivefold increase in sales in the linked Amazon web store.