Why is this work relevant for Media?

Because we met the challenge of delivering the product message to the target group by adapting the YouTube TrueView ad platform to show new content in the form of real-time weather forecasts.

Background

Resesh Protect Guard is a spray that protects futons from exhaust gas, pollen, and other air pollution when airing outdoors. We had to find a way to reliably deliver the product message to people who live in urban areas and like to air their futons outside.

Describe the creative idea/insights (30% of vote)

The moment when product engagement in the target group increases is valuable. We thought that the best moment to deliver the product message is when people who want to air their futons check the weather report. So, we worked with Google and the TENKI API, which provides data on the weather. We used weather and location data to turn the YouTube TrueView ad into a real-time weather forecast.

Describe the strategy (20% of vote)

The chosen target group were people who like to air their futons outside, but live in urban areas where there is a lot of exhaust gas and pollen in the air. We narrowed down the broadcast area to seven major cities. Since the videos showed the weather forecast for the next day, we limited the time for broadcasts to the noon to midnight period. The videos were only broadcast on sunny days (sunny/sunny, partly cloudy/sunny, later cloudy).

Describe the execution (20% of vote)

We produced a YouTube TrueView ad that broadcast real-time weather forecasts. By suggesting the possibility of pollution in the air even when it is sunny, the video communicated the need for the product. We produced 42 different videos by combining data on weather, location, and air pollution. We used real-time data to match the YouTube videos with the weather and location of the target group.

List the results (30% of vote)

The video reached about 980,000 people. The average view through rate was 40.9% although we limited the area (urban areas only), the weather, and the broadcasting time (noon to midnight). In the greater metropolitan areas of Tokyo and Osaka where the air is particularly dirty, the rate was 42.8%. By using real-time data to get people to pay attention, we successfully communicated the need for Protect Guard.

Describe the use of data, or how the data enhanced the campaign output

We successfully used weather and location data to turn the YouTube TrueView ad into a real-time weather forecast. Using real-time data, we were able to create a sense that the product message was relevant to the target group who came into contact with the ad.