| Title | AD EXCHANCE |
| Brand | HANS ANDERS |
| Product/Service | RETAIL |
| Category |
B07. Use of Digital Platforms |
|
Entrant
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
HANS ANDERS Gorinchem, THE NETHERLANDS
|
|
Production
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Production 2
|
GRYGIERCZYK & BOITELLE Amsterdam, THE NETHERLANDS
|
Credits
| Tom Meijer |
N=5 |
Creative |
| Jesse van Gysel |
N=5 |
Creative |
| Mariska Fransen |
N=5 |
Producer |
Why is this work relevant for Media?
This campaign is very relevant for people who are watching YouTube. It embraces the internet culture a lot of people are familiar with in the Netherlands.
Background
Hans Anders is a Dutch optician that does everything just a little bit “anders” which is the dutch word for different. Like letting our customers exchange their glasses for a new pair if they’re not happy. We wanted everybody to know this. But how can we reach people online that usually don’t like advertising (and skips ads as soon as they can).
Describe the creative idea / insights (30% of vote)
We like our customers to be happy. Not only with our glasses, but also with our advertising.
People who are watching YouTube generally hate pre-rolls and can’t wait to skip them. We gave them another option. They could exchange our regular ad for alternative ads. These ads had the same message as the regular spot, but were totally made in the language of the internet. When people liked one and watched it all the way through, they we’re retargeted with this one. This is how we told people on YouTube you can exchange glasses (and your advertising) when your not happy.
Describe the strategy (20% of vote)
We like our customers to be happy. Not only with our glasses, but also with our advertising.
People who are watching YouTube generally hate pre-rolls and can’t wait to skip them. We gave them another option. They could exchange our regular ad for alternative ads. These ads had the same message as the regular spot, but were totally made in the language of the internet. When people liked one and watched it all the way through, they we’re retargeted with this one. This is how we told people on YouTube you can exchange glasses (and your advertising) when your not happy.
Describe the execution (20% of vote)
The campaign was launched on 21 of October 2019. The regular spot aired on TV and as pre-rolls on YouTube. The YouTube pre-rolls could be exchanged for 5 alternative pre-rolls.
List the results (30% of vote)
This campaign was launched on october 21’st, so it’s too soon to have results yet.