Title	SKIP AD ELEVATOR PITCH: THE CASE FILM
Brand	MONDELEZ NORWAY
Product/Service	TOPPRIS CHOCOLATE BAR
Category	B01. Use of TV & Other Screens
Entrant	SMFB Oslo, NORWAY
Idea Creation	SMFB Oslo, NORWAY
Media Placement	VIZEUM Oslo, NORWAY
Production	FILMDEPARTEMENTET Oslo, NORWAY

Name	Company	Position
Per Erik Jarl	SMFB Oslo	Art Director
Christian Hygen	SMFB Oslo	Copywriter
Vibeke Wiedswang	SMFB Oslo	Account manager
Torstein Drogseth	SMFB Oslo	Account director
Magnus Snickars	SMFB Oslo	Graphic designer
Francesca Miani	SMFB Oslo	Graphic designer
Mikkel Såghus	SMFB Oslo	Motion Designer

Why is this work relevant for Media?

The whole idea, execution and production of Toppris skip ad elevator pitch is focusing around the nature and the context of the Youtube-Preroll as a media channel. The viewer becomes an interactive part of the ad, willingly or willingly, by giving or not giving away view time to the elevator pitch contender, pitching inside the YouTube ad.

Background

The Norwegian chocolate Toppris is known for its ironic and unpretentious slogan: «When you feel like a genius!»

Describe the creative idea/insights

We made a new gameshow held inside YouTube-prerolls. The premise of the gameshow was a challenge between real amateur inventors, to pitch their invention - without getting skipped by viewers. The inventor with the most viewtime in total, would win the elevator pitch - and money. The whole production of the Toppris Skip Ad Elevator Pitch was fine tuned to match the YouTube universe and how people interact with ads vs. content.

Describe the strategy

Although its been on the market for nearly 80 years, the Toppris brand and personality was relatively unknown to young people in Norway. The quirkiness of the brand, and its weird advertising was last seen in the late 90's. Young Norwegians are considered health conscious, but chocolate and snacking is still a big industry, and Norway ranks #5 in the world in chocolate consumption (Forbes, 2018). The market for chocolate bars is where brand's fight for preference among young consumers, hence a key priority for Freia. Although it was one of the top 10 bars sold in Norway, consumer knew the product but not the brand. To succeed, we needed to make a chocolate classic relevant to young people, and introduce them to the brand's quirky inventiveness.

Describe the execution

The way the film set was made, and the timing of how different elements (such as the cut out version of the Skip Ad sign) was planned to match the media buying on YouTube. It was important that the inventors were real, and not actors. Their performance should appear natural, and personal in the pre-roll ads. A total of three elevator pitch films were produced and aired with equal rotation in ordrer to make the competition real. The whole production of the Toppris Skip Ad Elevator Pitch is fine tuned to match the YouTube universe and how people are used to interact with ads vs. content.

List the results

Just months before the campaign went live, Norwegian government introduced a 83 % higher surprise-sugar-tax, causing turmoil in the confectionary and snacking market. Thus, the campaigns effect on sales is hard to pin down. Stil, volume was flart vs. 2017, and market share by value grew 1 % - in a period where the total category went down -10 % in volume. The sales of Toppris bars increased by 35% during and after the campaign. Average view time for the ads was 1 minute and 5 seconds, and a total of 2800 hours of voluntary advertising was consumed.