|Title||ANTI PRE ROLL|
|Product / Service||STUNNER MEAL DEALS|
|Category||A07. Use of Digital in a Media Campaign|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|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|
|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|
Over this period we saw a 16% increase in sales of Stunner Meal Deals and click-through results 32% above industry average.
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.
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.