The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Targeted Video / Online
Annual ID
OS23_DM004G
About the Work
How do you turn branded content into a game that GenMZ, the most ad-skeptical generation, want to play? By using data and targeting in a creative way.
As we noticed more and more conversation on Reddit and other platforms about algorithms and how to avoid or subvert them – we used this insight to power an entirely new style of data-driven campaign that felt of the zeitgeist.
By ‘flipping’ the traditional targeted advertising model on its head, we created a competitive ‘internet sport’ where punters actively sought to get targeted by Samsung ads to win the new Galaxy Flip4 phone. And so ‘Flipvertising’ was born.
We seeded humorous online videos with clues that took viewers on a series of searches in the hope of being retargeted by one near impossible to be targeted by pre-roll, which contained our hidden prize - a Galaxy Flip4.
To find the winning ad, clue-hunters needed to search three specific terms via Google that linked to our films. Each film was at first glance an amusing product demo but also contained a clue that drove to the next search term to enter the retargeting pool. Whoever watched all three films went into the final retargeting pool and was served the winning ad as a YouTube pre-roll.
The best part? As people searched to find the right keywords, they inadvertently explored tons of positive content and reviews – created by everyday fans - highlighting the device’s benefits in a non-advertising way.
As we noticed more and more conversation on Reddit and other platforms about algorithms and how to avoid or subvert them – we used this insight to power an entirely new style of data-driven campaign that felt of the zeitgeist.
By ‘flipping’ the traditional targeted advertising model on its head, we created a competitive ‘internet sport’ where punters actively sought to get targeted by Samsung ads to win the new Galaxy Flip4 phone. And so ‘Flipvertising’ was born.
We seeded humorous online videos with clues that took viewers on a series of searches in the hope of being retargeted by one near impossible to be targeted by pre-roll, which contained our hidden prize - a Galaxy Flip4.
To find the winning ad, clue-hunters needed to search three specific terms via Google that linked to our films. Each film was at first glance an amusing product demo but also contained a clue that drove to the next search term to enter the retargeting pool. Whoever watched all three films went into the final retargeting pool and was served the winning ad as a YouTube pre-roll.
The best part? As people searched to find the right keywords, they inadvertently explored tons of positive content and reviews – created by everyday fans - highlighting the device’s benefits in a non-advertising way.
2023 Awards
Total Points: 45
Gold Pencil
Credits
Agency
CHEP Network / Sydney
PR / Marketing Agency
Ogilvy PR Australia
Client Partner
Grace Vizor
Production Company
The Sweetshop
Post Production Company
The Editors
Chief Creative Officer
Gavin McLeod
Creative Director
Cameron Dowsett
Mark Tallis
Director
Max Barden
Editor
Joe Morris
Executive Creative Director
Justin Ruben
Executive Producer
Greg Fyson
Account Director
Patty Nowak
Senior Account Director
Lucy Jones
Senior Art Director
Will Winter-Irving
Senior Copywriter
Joe Ranallo
Senior Designer
Kenn Huang
Sonia Coughlan
AdTech Solution Architect, Data Services
Devinder Singh
Associate Digital Director, Media
Sue Lau
Colourist
Fergus Rotherham
Communications Planner
Maureen Benson
CRM Manager
Rehan Shaikh
Digital Designer
Austin Hupfau
Digital Lead Director, Media
Hansen Ding
Digital, Data & Platforms
Amit Varma
Director of Product & Marketing
Eric Chou
Edit Assistant
Sam Holman
Head of CHEP Film
Tash Johnson
Head of Marketing Communications, MX
Joanna Baxter
Head of Strategy, Media
Tim Russell
Head of Technology Consulting, Data Services
Josh Speight
Influencer
Queenie Tan
Elly Awesome
Sam Despo
Dylan Page
Crayator
Stephanie Bendixon
Nathan Bezzina
Influencer Manager
Isabella Holder
Integrated Planning Lead, Media
Steven Flood
Junior Motion Designer
Michelle Nguyen
Managing director
Jonny Berger
Marketing Executive
Mary Mrich
Marketing manager
Lilly Lloyd
MUSIC ENGINEER
Josh Pearson
National Creative Operations Director
Mary Morrell
National Head of Design
Christian Hewitt
National Operations Director
Mary Anne Truong
Online Op
Soren Dyne
Operations Manager
Cleo de Kerorguen
Senior Account Manager
Lauren Tom
Senior Full Stack Engineer, Data Services
Xian Yang Wong
Senior Social Planner
Jarryd Patel
Senior UX Architect
Patrick O’Leary
Social Media Marketing Lead
Alexander Campbell
Sound Design + Mix
Timothy Bridge
Strategy Lead, Media
Kirsty McMeekin
Tech Program Director, Data Services
Kirstie Peters
Technical Director, Data Services
Tim Chapman
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