THE GORDON FINEST ADBLOCKER
|Client||GORDON FINEST BEERS|
|Category||C01. Online Ad|
|Title||THE GORDON FINEST ADBLOCKER|
|Product/Service||GORDON FINEST BEERS|
|Entrant||BVBA OLAF Steenhuffel, BELGIUM|
|Idea Creation||BVBA OLAF Steenhuffel, BELGIUM|
|PR||BVBA OLAF Steenhuffel, BELGIUM|
|Olaf Meuleman||BVBA OLAF||Creative Director|
|Jeroen Goossens||BVBA OLAF||Art Director|
|Thomas Thyssens||BVBA OLAF||Art Director|
|Coline Bagein||Gordon Finest Beers||Marketing Manager|
BackgroundFor a few years now we are building the Gordon-brand with the slogan ‘Nothing to prove.’ This year, Gordon wants to reach a new and younger audience. So we created the Gordon Finest Adblocker. In digital advertising, we all know adblocker are a huge problem. But not for us. We created an adblocker that blocks our own ads. After all, we have nothing to prove.
Describe the strategyWe did not just say that we have nothing to prove, but we actually proved it. While for other brand the adblocker is a nightmare, for Gordon it’s not a problem at all. If you don’t want to see our ads, that’s fine. You’re already convinced, we know. It all started with a series of pre-roll video’s, banners and social posts, explaining they are ads for Gordon. And if you didn’t want to see them anymore, you could install the Gordon Finest Adblocker, on our campaign site. If you did so, you would not see our ads anymore. And we took that quite literally, so we made sure to remind the viewer about every single ad we blocked… with banners and video’s.
Describe the executionWe did this with simple remarketing. The people who visited our campaign site did not install an adblocker, but a cookie. Then we retargetted them with our ‘blocked ads.
List the results- Although this was a very small budget (production budget 10k, media 10k), the campaign did work really well. Not only did it get a lot of visibility, it also gor great feedback, from various audiences. It was selected as Best Interactive Ad Worldwide by ‘Best Ads on TV’ and as the jury said litterally: “We never even heard of this beer, but totally got the brand personality after experiencing this simple adblocker.” - It was picked up on many websites and blogs, national and international - Some numbers: 7.6 million impressions Only 24.000 block our ads Which means more than 99% decided they wanted to keep seeing our ads!
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