SKIP THE STORE
|Category||A04. Retail, e-Commerce, Restaurants & Fast Food Chains|
|Title||SKIP THE STORE|
|Product/Service||ONLINE GROCERY STORE|
|Entrant||ANORAK Oslo, NORWAY|
|Idea Creation||ANORAK Oslo, NORWAY|
|Production||ANORAK Oslo, NORWAY|
|Jens-Petter Aarhus||Anorak / NoA||Creative Director|
|Hallvard Fjeldbraaten||Anorak / NoA||Copywriter|
|Janne Espevalen||Anorak / NoA||Client Director|
|Kristina Tallaksen||Anorak / NoA||Project Manager|
|Erlend Dahl Sakshaug||Anorak||Animator|
|Yngve Nilssen||Anorak / NoA||Graphic Designer|
|Anders Flatland||Tangrystan||Director Of Photography|
The CampaignThe insight of the media is in the core of the idea. We know people hate pre-rolls and that's why we wanted to give a new meaning to the skip button. And make the action of pushing the skip-button into the action of skipping the physical grocery store. The skippable pre-rolls went live on october the 1st and lasted to October the 31st on youtube.
Creative ExecutionSkip our ad and skip the grocery store. We knew that people hated pre-rolls. That's why we made skippable pre-rolls from recognizable and cringing grocery store situations. The idea gave a new meaning to the skip button and urged people to skip the grocery store - simply by skipping the ad.
ResultsAn average skippable youtube pre-roll - last for 30 sec - has a completion rate on 20%. Our skippable pre-rolls - lasted up to 5 minutes - had an average completion rate on 70% (the favorite had 93%). The films stayed on youtube after the campaign ended and have an organic reach of 1.4 million (Norway has 5 million citizens).
"Skip this ad" on Youtube is the most clicked button in the world. We managed to turn this simple interaction into a powerful reminder. Don´t just skip the ad. Skip the grocery store and all the boring time-consuming cringing crap that comes with it.
Target audience: Families with children.With a low budget we needed a cheep media buy, and skippable pre-rolls is as cheep as it gets. Not only was it cheap, it was the perfect media to execute our idea. People hate pre-rolls - and they don't really like to go to the store either. That was our insight and the core of the idea.
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