| Title | THE CUTEST AD ON EARTH |
| Brand | EBAY |
| Product/Service | EBAY PLUS |
| Category |
C01. Use of Digital Platforms |
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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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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!
Explain why the method of promotion was most relevant to the product or service
We all understand the principles for going viral online. However, the innovative approach taken by this project is a showcase example. Deliberately and obviously playing around with these principles, and the exaggeration with a large dose of self-mockery are what lends “The Cutest Ad on Earth” its charm. And eBay achieved 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.
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.