| Title | UNSKIPABLE AD |
| Brand | BARCLAYS CORPORATE |
| Product/Service | BARCLAYS |
| Category |
D02. Interactive Video |
|
Entrant
|
THE MARTIN AGENCY London, UNITED KINGDOM
|
|
Idea Creation
|
THE MARTIN AGENCY London, UNITED KINGDOM
|
|
Production
|
1STAVEMACHINE London, UNITED KINGDOM
|
|
Production 2
|
WAVE STUDIOS London, UNITED KINGDOM
|
Credits
| Daniel Fisher |
The Martin Agency |
Executive Creative Director |
| Soren Birk |
The Martin Agency |
Art Director |
| Mark Nicholson |
The Martin Agency |
Creative Director |
| Lloyd Daniels |
The Martin Agency |
Copywriter |
| Stephaine Hobart |
The Martin Agency |
Account Director |
| Mike Capon |
1stAveMachine |
Producer |
| Ed Wild |
1stAveMachine |
Director Of Photography |
| Bob Partington |
1stAveMachine |
Director |
| Isabella Parish |
1stAveMachine |
Executive Producer |
| Parv Thind |
Wave Studios |
Sound Engineer |
| Christian Gill |
The Martin Agency |
Broadcast Producer |
| Alex Richardson |
1stAveMachine |
Editor |
The Campaign
We knew that the Barclays audience, like the rest of the population, does not like pre-rolls. Like not even a little bit. So we created a pre-roll ad that saved them the bother and skips itself. And in doing so, demonstrating the key message that Barclays Corporate understands the needs of its customers.
Creative Execution
We created a pre-roll ad that skips itself, by building an intricate Rube Goldberg contraption which highlights the key message about Barclays Corporate banking services before smashing a ‘Skip Ad’ button.
When crafting the design of the machine we identified objects and mechanics that not only allowed the physics to work and were readable to camera, but which reflected a specific industry in which Barclays Corporate offer banking expertise. The action was captured all in-camera, in a single shot, and finished earlier than the full 30 seconds which the viewer was expecting.
An impressive 73% of viewers decided not to skip the ad, smashing the brand’s benchmarks for previous campaigns. The ad also smashed Barclays Corporate’s conversion rate benchmark for landing page visits delivered by banner clicks.
Whilst pre-roll allows for efficient targeting of the Barclays Corporate audience, the challenge was that as an interruptive format it’s more often skipped than watched. With Google research showing that the most common reason for people to skip ads is 'lack of interest’, the strategy was to intrigue & entertain the audience and give them a real reason to continue watching and not to press ‘skip’.