The Digital Marketing Blog

Mariano de la Vega, jury of Cannes Lyons 2007 wrote us these lines:

 It is a  SEM  case from Poland that obtained a Bronce Lion in the category “Innovative Ideas” from Cyber.

 It is a goodwill campaign  from the Polish Center against AIDS  in collaboration with netSprint.pl a search engine that indexes more than 122.000.000 websites in Poland.  During the campaign all website with sexual content were protected.  When the user typed the keywords such as “sex”, “anal”, “oral”, “porn” or “fuck”  on the result pages all these words appeared inside a little condom  GIF.

 A banner appears next to the results with the logo of  the Polish Center against AIDS, a condom and the phrase “Before you enter” .

 A different and innovative idea of the usage of SEM  because the aim is not to generate traffic to a site but to raise awareness in the usage of condoms before having sex (or cyber sex in this case).

 Example with images:

 http://www.arcww.com.pl/searchengine/sex_results.html
http://www.arcww.com.pl/searchengine/mixed_results.html

 I think that seeing this case being awared in Cannes talks about the relevante of SEM   in the digital marketing context and the growing need of creative approach that can make a difference in a media that it is getting a good portion of the online investment and where the challenge for the advertising usage is growing.
 Cheers

 Cheers
Mariano de la Vega
Thanks Mariano!

This entry was posted on Monday, September 17th, 2007 at 7:05 pm and is filed under Search Engine Marketing (SEM), Cases, Digital Marketing, Digital Creativity, Awards, Cannes. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.