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2018 One Show - Social Media

Irresistibly pointless trueview ads

Agency Akestam Holst / Stockholm

Client IKEA Sweden
BACK TO RESULTS

Annual ID

OS_SM18063M

About the Work

True view ads on Youtube can be annoying. But they are potentially powerful if you can make people chose to watch more than the unavoidable first 5 sec. We set out to try some reverse psychology to get past the click of death. In these up to 8 minutes long films the actors beg the viewer to skip the ad since the content is so everyday boring and private. There’s absolutely no reward in watching them, except some occasional product info. Obviously our target group “19-29 year olds in metro areas” has the time to watch ads if they find the content interesting. The average viewing rate was a whopping 3:15 minutes. 39% even watched the whole ads. And the message stuck, the ad recall on Youtube earned the campaign a "best in class" merit” (Google Brand Lift).