iPath Origami
The Ogilvy team realized they had struck upon a great branding opportunity while working on iPath Exchange Traded Notes (Barclays) for their annual online display refresh. The mathematical intricacies of origami art and an exchange traded note mirror each other, not only in the brilliant way in which science and art can meet and create a beautifully designed product, but in the passion and true ingenuity, which are the driving forces behind great products. While searching for who would help bring our creative idea to life, Ogilvy found Robert Lang, a world-renowned origami artist, with a background in physics and mathematics. Through precise mathematical formulas, Robert merged his knowledge and artistic passion to create a new style of origami that far surpasses what the world has previously seen.
Without hesitation, Ogilvy knew we needed to bring our client a new opportunity beyond a few online brand banners. Rather, the real story of how this project came to fruition was a wonderful opportunity to create a viral buzz about iPath, as well as bring a more human side to light. The result: A “Behind the Scenes” video, shot on location in San Francisco, was created and a landing experience was developed. This campaign launched 6/16/2008 and the plan was to drive traffic via each individual banner. Instead of one call to action for more information about iPath on the banner, a link for users to “See how this was made” was included as well. The results we have seen are beyond expected. The banners are driving over a .30% CTR and the average person is spending slightly over three minutes of full brand engagement time on the landing page (our benchmark CTA is .09% and the industry standard of 14 seconds of brand engagement time is considered successful). Many postings have already begun popping up on blogs and comments have even been submitted to iPath’s sister site, iShares, in regards to the origami creative. While this campaign is far from over, we are reminded how small projects don’t have to limit us to small thinking, and every chance we have, we see new opportunities.
Robert Lang, noted physicist turned world-renowned origami artist, unlocks the extraordinary hidden in the everyday. Go behind the scenes to watch the master in action.
Here is a great article by the New Yorker about Artist Robert Lang. Click Here To Read.
Here are the banners that resulted:
