[TASTE AD] ADVERTISED TO ONE'S TASTE

Title[TASTE AD] ADVERTISED TO ONE'S TASTE
ClientLG UPLUS
Product / ServiceLG UPLUS
CategoryF02. Excellence in Media Planning
EntrantMEGAZONE Seoul, SOUTH KOREA
Idea Creation MEGAZONE Seoul, SOUTH KOREA
Media Placement MEGAZONE Seoul, SOUTH KOREA
PR MEGAZONE Seoul, SOUTH KOREA
Production MEGAZONE Seoul, SOUTH KOREA

The Campaign

We hypothesized that viewers will not click the skip button if they were to see the same kind of video ads that they were about to see on YouTube. After analyzing data from YouTube, we were able to divide the target into 55 different groups according to their interests. From this result, we decided to create different ads according to the interests of each group. For example showing footage of cute dogs to “Pet-lover” target, exciting soccer match to “Soccer Fans,” and thrilling Sci-fi movie clips to “Sci-Fi Movie Fans,” and so on. But creating many of these advertisements was impossible due to costing millions of dollars to produce.

Creative Execution

Many companies today make YouTube-only ads. We also decided to create YouTube ads to introduce a new mobile plan. But viewers do not want to see mandatory video ads when they are watching on YouTube.

As a result, they click on the skip button. Statistically, 7 out of 10 viewers avoid seeing the video ad by clicking on the skip button. As every marketer are afraid of the skip button so were we. We hypothesized that consumers would not press the skip button if we show them the same kind of video ad that they were about to see on YouTube. Based on Google’s data, we created 101 Taste Ads that fit the consumer’s interests and preferences along with Netflix. As a result, the average VTR exceeded 50% and max rate reached 73%. 7 out of 10 people watched our full ad without pressing the skip button. Compared to typical ads, it was double the result.

Based on analysis from Google data, Taste Ad was created using different Netflix contents to show what each viewer might be interested in watching.

Insights, Strategy and the Idea

We decided to grab hands with Netflix. An abundant amount of contents on Netflix were enough to create many of the video ads. It was also a great opportunity for Netflix to introduce their original contents to Korean consumers. By result, we were able to create ad with Netflix original contents with minimal production cost, and Netflix was able to raise brand awareness and titles.

Credits

Name Company Position
Daeyoung Kim Megazone Executive Creative Director
SANGHOON CHA Megazone Chief Marketing Officer
SUNGNAM JANG Megazone Chief Account Executive
DAEHEE KIM Megazone AE
SEUNGWOOK YOO Megazone AE
SUJIN LEE Megazone AE
BOHEE LEE Megazone AE
DONGYEON WON Megazone Chief Creative Officer
JIYOUNG PARK Megazone Producer
SUNGJIN YOON Megazone Producer
HYEJUNG LEE Megazone Copywriter
SANGGUN PARK Megazone Art Director
WOOCHUL KANG Megazone Copywriter
Links
Video URL