VIDEO VOYEUR

Silver Spike

Case Film

Presentation Image

TitleVIDEO VOYEUR
ClientYOUTUBE INDONESIA
Product / ServiceYOUTUBE OFFLINE
CategoryB05. Mobile Advertising
EntrantR/GA SYDNEY, AUSTRALIA
Idea Creation R/GA SYDNEY, AUSTRALIA
Media ESSENCE DIGITAL Singapore, SINGAPORE
Production R/GA SYDNEY, AUSTRALIA

The Campaign

YouTube pre-roll ads usually come between you and your favourite videos. For YouTube Indonesia, we leveraged the targeted nature of the YouTube platform in a way that has never been done before, pulling our viewers into the pre-roll itself.

Creative Execution

When a user clicked or tapped on a YouTube video, they didn’t get a random pre-roll ad. They got the video they wanted to watch. They didn’t even know they were watching a pre-roll until a few seconds later when we revealed that the video was actually playing on someone else’s phone, and that they had been caught sneaking a peek. We left the viewer with a powerful message: “There’s a smarter way to watch YouTube when you’re worried about quota.” To maximise our reach, we created dozens of versions for trending content across YouTube Indonesia’s most popular categories - drama, comedy, how-tos, game shows, and some that were just plain weird. It was a seamless extension to our campaign for YouTube’s new Offline feature, and one that put our viewer into the uncomfortable position of the “loveable loser” from the TVCs and outdoor ads.

The campaign generated 20% awareness uplift for the YouTube Offline feature on Android, the most-used device in Indonesia. This is considered “best in class” compared to the YouTube benchmark.

Research told us that Indonesians generally desire to be “in the know” and that they feel more confident as part of a collective. So we put viewers in a position to either join the smart crowd and use YouTube Offline, or awkwardly try and skimp on data quota.

Credits

Name Company Position
Dane Van Veen R/GA Sydney Art Director
Oliver Cavanagh R/GA Sydney Producer
Vanessa West R/GA Sydney Group Account Director
Hamish Stewart R/GA Sydney Executive Creative Director
Gavin McLeod R/GA Sydney Executive Creative Director
AJ Musial R/GA Sydney Creative Director
Kate Harrison R/GA Sydney Designer
Kate Allan R/GA Sydney Copywriter
Justine Cusack R/GA Sydney Social Stategist
Alex Weetch R/GA Sydney Senior Strategist
Cory Nicely R/GA Sydney Marketing Sciences Manager
Margo Lowry R/GA Sydney Content Producer
Gertjan Leppers R/GA Sydney Executive Production Director