| Title | DOG |
| Brand | COTTAGES.COM |
| Product/Service | TRAVEL AND TOURISM - HOLIDAY COTTAGE RENTALS |
| Category |
C01. Online Ad |
|
Entrant
|
McCANN Manchester, UNITED KINGDOM
|
|
Idea Creation
|
McCANN Manchester, UNITED KINGDOM
|
Credits
| Tim Jones and James Cross |
McCann Manchester |
Creative Directors |
The Campaign
We didn't want viewers to 'SKIP AD', so we let our doggie take a pee on the button, so that people would watch our ad rather than touch.
An engaging, unique and a totally fresh take on a tricky medium.
Creative Execution
The ads were placed on YouTube as pre-roll, although the implementation was limited in budget terms, achieving 125k views, but a 252k reach.
Brand Awareness: Absolute best in class results that can help you establish the brand among both travellers and owners.
As they are purposely built for the medium they are much more impactful and memorable - 17.1% watched the whole film, based on an average of 6%
"Best in Class" Brand Awareness of 32% which equals a 152.2% lift
"Best in Class" Ad Recall of 118.4% which equals a 255.4% increase.
Source: Google AdWords Brand Lift Study 2016
We're an online service so to capture people in the moment of being online is perfect for Cottages.com
Our target audience was affluent couples from mid-30s to mid-50s, a prominent customer for out product.
The challenge with YouTube pre-roll is that you only have 5 secs to grab the viewers attention and give them a reason to watch the rest of the commercial beyond the 'SKIP AD' prompt.
Our approach was to give an amusing and engaging reason to stay with the commercial and watch to the end.