Title | THE SKIPPING GIRL |
Brand | MEDIBANK |
Product / Service | PRIVATE HEALTH INSURANCE |
Category | A06. Use of Video |
Entrant | WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA |
Entrant Company | WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA |
Advertising Agency | WHYBIN\TBWA GROUP MELBOURNE, AUSTRALIA |
Production Company | METHOD STUDIOS Melbourne, AUSTRALIA |
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 |
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.