| Title | THE CUTEST AD ON EARTH |
| Brand | EBAY |
| Product/Service | EBAY PLUS |
| Category |
D01. Social Video |
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Entrant
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ACHTUNG! Hamburg, GERMANY
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Idea Creation
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ACHTUNG! Hamburg, GERMANY
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Media Placement
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ACHTUNG! Hamburg, GERMANY
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PR
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ACHTUNG! Hamburg, GERMANY
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Production
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ACHTUNG! Hamburg, GERMANY
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Credits
| Mirko Kaminski |
achtung! GmbH |
CEO |
The Campaign
What stands for carefreeness and lightheartedness like nothing else – and can yield any amount of Earned Media? The components you see in most of viral videos: heart-warming creatures like kids and animals. The idea: “The Cutest Ad on Earth”. The film presents the most heart-warming creatures in the world: baby kittens, ducklings, tortoises and guinea pigs on skateboards, dogs sharing a bathtub, a hamster, a dragon, three really gorgeous little moppets. And a pink unicorn-piglet. The clou: They are all put together in ONE video connected to the product promise of carefreeness and lightheartedness.
Creative Execution
Ice cold and merciless: baby kittens, ducklings, tortoises and guinea pigs on skateboards, dogs sharing a bathtub, a hamster, a dragon, three really gorgeous little moppets. And a pink unicorn-piglet. All together in ONE branded video – presented on eBay YouTube channel, newsletters and facebook. Millionfold liked, shared and commented.
A gigantic success: more than 3 million video views, 67 % of which are purely organic. No end of likes, shares and loves. And a click-through rate of almost 4 percent – ten times more than the eBay PLUS measures to date. That’s how carefree online marketing can be!
eBay mercilessly pull out all the stops and post a film online that’s almost too sweet to stomach. Because it pushes cuteness to the absolute limit. In order to reach engagement and click-through to eBay PLUS a cunning little in-page and in-stream seedling concept gets the ball rolling – and the users on the internet take care of the rest at lightning speed – the female users in particular.