Title	DON'T WAIT FOR NIGHT RATES
Brand	ESSENT.BE
Product/Service	NIGHTRATE-PROMO
Category	C01. Use of Digital Platforms
Entrant	DUVAL GUILLAUME Antwerp, BELGIUM
Idea Creation	DUVAL GUILLAUME Antwerp, BELGIUM
Media Placement	INITIATIVE MEDIA Hoeilaart, BELGIUM
PR	DUVAL GUILLAUME Antwerp, BELGIUM
Production	GERONIMO Antwerp, BELGIUM

Name	Company	Position
Karel De Mulder	Duval Guillaume	Creative
Arnaud Bailly	Duval Guillaume	Creative
Caroline Ropsy	Duval Guillaume	Account Executive
Jef Leysen	Duval Guillaume	Account Manager
Koenraad Lefever	Duval Guillaume	Creative Director
Dries De Wilde	Duval Guillaume	Creative Director
Dirk Domen	Geronimo	Director
Jasper Moeyaert	Geronimo	Executive Producer
Mathias Kerner	Geronimo	Producer
Pieter-Jan Claessens	Geronimo	DOP
Dirk Van Rampelbergh	Geronimo	Gaffer

The Campaign

In Belgium electricity is a lot cheaper at night which makes people actually wait until it's dark to use their electric applicances. By offering the night rate all day long, essent.be puts an end to pointless waiting. For the launch of this offer we used the 'Skip Ad' function as a creative medium by making a series of Youtube pre-rolls that were in fact made to skip. The ads ran throughout day rate hours and viewers stumbled on different films each time: the same couple, 'waiting for the night' to use their electric equipment, prompted the viewer to skip the ad and not to wait along with them. In this way we proved that if you have a choice to 'skip' waiting, it's pointless not to do so.

Creative Execution

The prerolls were aired on Youtube as well as the largest news-websites in Belgium during the daytime.

77% of the (first time) viewers did not skip the ad, sales increased by 29% during the campaign period and above all Belgium stopped waiting for the night.

This campaign approached skipable prerolls from a new angle, where viewers were actually encouraged to skip the ad.

Insights, Strategy and the Idea

The videos were only aired during the daytime, and were targeted to non-essent.be customers. We made sure that viewers were retargeted with a different video every time, to really get the story across that the couple was actually waiting all day long in order for the night rates to start, so they could enjoy cheaper energy. The message that, by becoming a client at Essent.be, one does no longer have to wait for night-rates was of course always visible for the client.