| Title | SKIP THE STORE |
| Brand | KOLONIAL.NO |
| Product/Service | ONLINE GROCERY STORE |
| Category |
A01. Fast Moving Consumer Goods |
|
Entrant
|
ANORAK Oslo, NORWAY
|
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Idea Creation
|
ANORAK Oslo, NORWAY
|
|
Media Placement
|
ANORAK Oslo, NORWAY
|
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Production
|
TANGRYSTAN Oslo, NORWAY
|
Credits
| Jens-Petter Aarhus |
Anorak |
Creative Director |
| Hallvard Fjeldbraaten |
Anorak |
Copywriter |
| Janne Espevalen |
Anorak |
Client Director |
| Kristina Tallaksen |
Anorak |
Project Manager |
| Yngve Nilssen |
Anorak |
Graphic Designer |
| Erlend Sakshaug |
Anorak |
Animator |
| Andrea Eckerbom |
Tangrystan |
Director |
| Audun Wittenberg |
Tangrystan |
Producer |
The Campaign
This is a set of pre-rolls that are made to be skipped. People hate pre-rolls. So, skip the ad; skip the grocery store.
Each pre-roll is about different grocery store experiences we know you gladly could live with out (We could). From standing in line, shopping on an empty stomach, meeting your moms friend, to guiding your hungry kid through the candy section of the store. Just skip it.
Creative Execution
In the first 3 seconds of the pre-roll a voice encourage you to skip the store. Then a boring, uncomfortable or irritating grocery store situation starts. At the same time you can skip the store - skip the ad.
Campaign is still live, but from the trends we see so far, people are not skipping as much as we predicted. According to Adweek, a very succesful pre-roll has about 40 percent completion rate. Our videos have an average completion rate of about 70 percent. Where one of the pre-rolls peaks at 93 percent. Which is a good indication that people are not only getting the message, but they are enjoying the pre-rolls.
People people hate pre-rolls. They also dont like going to the store.
We wanted to remind people of how unexciting it can be at the grocery store and then help them skip it.