THE SKIPPING GIRL

TitleTHE SKIPPING GIRL
BrandMEDIBANK
Product / ServicePRIVATE HEALTH INSURANCE
CategoryA06. Use of Video
EntrantWHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Entrant Company WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Advertising Agency WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA
Production Company METHOD STUDIOS Melbourne, AUSTRALIA

Credits

Name Company Position
Scott Whybin Whybin/TBWA Group Melbourne Chief Creative Officer
Paul Reardon Whybin/TBWA Group Melbourne Executive Creative Director
Scott Canning Whybin/TBWA Group Melbourne Art Director
Nicholas Sellers Whybin/TBWA Group Melbourne Art Director
Tim Woolford Whybin/TBWA Group Melbourne Copywriter
Matt Chiodo Whybin/TBWA Group Melbourne Senior Account Director
Courtney Bramwell Whybin/TBWA Group Melbourne Account Manager
Margot Ger Whybin/TBWA Group Melbourne Head Of Broadcast
Pip Heming Whybin/TBWA Group Melbourne Tv Producer
Dave Keating Whybin/TBWA Group Melbourne Head of Digital Production
Ben Hall Whybin/TBWA Group Melbourne Digital Designer
Brian Patto Whybin/TBWA Group Melbourne Director
Elodie Fouqueau Method Studios Editor
Leo Guardo Big Studio Sound Design
Vishan Jayasinghe Huckleberry Digital Manager
Caitlin Ward Huckleberry Digital Coodrinator

Creative Execution

We filmed a series of videos in which a girl is skipping, acknowledging our audience's propensity to ‘skip’ ads themselves. We then layered the videos together, and created interactive buttons that mimicked the ‘skip ad’ buttons on YouTube. In doing so, we were able to create the illusion of a single video in which our audience could control the speed of our actress skipping. Users were given their usual option to ‘skip’ our ad, or, ‘skip the ad even more’. Each time the user opted to skip, our actress would skip faster, and deliver a Medibank health insurance message.

We saw a 583% increase in people electing not to skip the ad after the first 5 seconds. The average view time of the pre-roll was 2:10 - a 491% increase on Medibank’s average YouTube view duration. A total of 291,000 minutes of our ad were watched. A combined view time of 202 days for a piece of pre-roll advertising.

Medibank, Australia’s largest health insurer, encourages Australians to get active and exercise to benefit their health and wellbeing. Medibank wanted people to join their private health cover before June 30 (Tax Time). Tax Time in Australia means health insurance premiums increase if you don’t already have cover, so other insurers spend millions targeting young people who aren’t yet insured. Medibank needed to stand out. Medibank’s demographic were under 30’s, so YouTube was the perfect environment for communication. But in a medium where the audience skips ads instead of watching them, how could we communicate Medibank’s message? We saw a link between skipping, an exercise behaviour connected to Medibank’s philosophy of better health, and skipping ads, a behaviour popular on YouTube. And created a pre-roll ad that delivered more of Medibank’s message, the more it was skipped.

Links

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