Condensed Pre-Roll: Campaign|活动|广告营销案例【ADGuider广告指南】

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浓缩预卷: 活动

案例简介：概要我们的任务是防止人们讨厌他们不能跳过的广告。我们的目标是制作一个突破性的预播视频，不仅能吸引人们的注意力, 但实际上让他们对 GEICO 感觉良好，同时仍在大力宣传我们的品牌和核心 “储蓄” 信息。执行这些: 15 个预播广告在 YouTube 等流媒体视频网站上作为付费媒体播放。结果超过 2000万次的活动，促进了 GEICO 行业领先的创纪录增长。这场运动将 GEICO 的信息摆在无数新客户面前，并将 “预滚动” 广告的想法从值得忽视的东西中翻转过来, 如此有趣的东西，你真的会再看一遍。活动描述我们拍了一个典型的预卷广告，并 “浓缩” 了它。字面上。每一套都是定制的，精确到 YouTube 视频播放器的 16:9 尺寸，然后压到什么都没有，所以你不必继续看。我们喜欢称它们为世界上第一个自毁的预卷广告。战略我们的目标观众是 YouTube 观众。我们知道这些观众觉得预播广告很烦人，所以他们 “把它们调出来”。 “我们的策略是制作如此具有破坏性和吸引力的视频，以至于人们忍不住关注，记住品牌，谁知道呢…… 甚至可能再看一遍。

浓缩预卷: 活动

案例简介：Synopsis Our task was keeping people from hating an ad they can’t skip. Our goal was to make a breakthrough pre-roll video that would not only get people’s attention, but actually get them to feel good about GEICO while still hammering home our branding and core “savings” message. Execution These :15 pre-roll ads ran as paid media on streaming video sites such as YouTube. Outcome Over 20 million views for the campaign, contributing to industry-leading, record growth for GEICO. This campaign put the GEICO message in front of countless new customers and flipped the idea of “pre-roll” ads on its head—from something worth ignoring, to something so entertaining you’d actually watch it again. CampaignDescription We took a typical pre-roll ad and “condensed” it. Literally. Each set was custom-built to the exact 16:9 dimensions of YouTube video player, then crushed down to nothing so you didn’t have to keep watching it. We like to call them the world’s first self-destructing pre-roll ads. Strategy Our target audience was YouTube viewers. We knew that this audience finds pre-roll ads annoying, so they “tune them out.” Our strategy was to create videos so disruptive and compelling that people couldn’t help but pay attention, remember the branding and who knows…maybe even watch them again.