Silver Spike

Case Film

Presentation Board

CategoryA07. Use of Digital in a Media Campaign
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Media Agency Y&R MEDIA NZ Auckland, NEW ZEALAND
Production Company FLYING FISH Auckland, NEW ZEALAND


Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Creative Director
Brett Colliver Colenso BBDO Art Director
Simon Vicars Colenso BBDO Copywriter
Oriel Davis/Lyons Colenso BBDO Copywriter
Victoria Graves Colenso BBDO Group Account Director
Hannah Watson Colenso BBDO Account Manager
Katie Knight Colenso BBDO Producer
James Woodbridge Burger King Gm Marketing
Rachel Morriss Jarvis Burger King Marketing
Fraser Brown Flying Fish Producer
Helena Brooks Flying Fish Director
Shane Taipari Franklin Road Sound Design
. Mandy Online Editing

Results and Effectiveness

Over this period we saw a 16% increase in sales of Stunner Meal Deals and click-through results 32% above industry average.

Creative Execution

Using analysis of media consumption, each ad was written based on a list of the content most popular with our target market. Utilising a premium YouTube buy, each ad was then matched with videos with the same keywords, effectively creating millions of customised YouTube ads. For key phrases, categories and trending topics that we knew 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.

Insights, Strategy and the Idea

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.