Creative Execution

Using analysis of media consumption, each ad was written based on the content most popular with our target market. Each ad was then matched with videos that contained the same keywords, effectively creating millions of customised Youtube ads. Whatever our target market was searching, we had a pre-roll ad to suit. We tackled the frustration of Youtube pre-roll advertising head on, and in doing so turned a media placement our consumers loathed into the perfect place to have a conversation.

Stunner Meal Sales increased for Burger King by 16% nationwide during the campaign and the click through rates for the pre-rolls were 32% above industry average.

Burger King’s target market are young, hungry males. And when you need to talk to young males, Youtube ads are a highly effective media placement. There’s just one problem. They hate them. So we didn’t make one. We made sixty four. 64 customised Youtube ads, where the characters spoke directly to the viewer, referencing the video they had just interrupted and how much they hate Youtube ads. An entertaining way to engage our young male target audience to grow awareness of Stunner Meal Deals that meant they didn’t hate the ads, and they didn’t hate Burger King for interrupting their leisure space.