Digital creative agency, HoneyKome, part of the Ole! Media Group won a Bronze award at the recent Bookmarks Awards, on behalf of their client Sportingbet. Entered into the ‘Innovative Use of Media’ category, the ““I Bet You He Doesn’t Skip…” YouTube Pre-Roll campaign (with TVC support), claimed the judges attention.
The challenge solved by the inventive concept, made the most of the five seconds a viewer is forced to endure before being able to skip a YouTube True-view commercial. At the same time, the campaign was designed to communicate the brand’s fun-loving vibe, and some of their cool, unique new betting features.
“We created and implemented three YouTube True-view ads, where our two comedian brand ambassadors (including Rickus “Jonathan” De Beer from hit Facebook / YouTube channel “Radioraps”) bet on whether the viewer will skip the ad, while interacting with the Youtube format and the skip-button itself. We merged the worlds of YouTube and of betting into a humorous campaign where the characters are aware of the fact that they’re in YouTube ads, betting on the viewer’s behaviour…” commented Deseré Orrill Managing Director of HoneyKome and CEO of the Ole! Media Group.
In addition to this, the team at HoneyKome turned the relationship between YouTube and TV on its head by creating a supporting “YouTube” ad for TV. In this TVC, the duo bet on whether the viewer would skip the commercial, only to realise that they couldn’t, because it was on TV.
To support the campaign, HoneyKome launched a series of three videos, 10 days before the first TV adverts broke, so as to ensure that the target audience got to see the adverts on YouTube first, thereby giving the TVC more context. An audience set – males between the ages of 18-64 that were sports nuts, using Google’s Affinity Audience – were specifically targeted.
The results spoke for themselves; 241 362 unique users reached, and 419 159 impressions, with measured traffic spikes to their site during the campaign, as well as the flighting of the TV ad.
Strategically, the campaign was designed to bet on the audience skipping. Only 8.59% of the audience actually viewed the video in its entirety, but the message still got across, regardless. As they only paid for a 100% view, this was highly efficient usage of the allotted marketing spend. Even if the user skipped, they still got exposed to the Sportingbet brand and the fact a person can pull out of a bet, or make a bet ultra-specific.
“Plus, they were just really fun little ads that – we believe – brightened the normally burdensome part of the YouTube experience “ commented Orrill, “and that is the pre-roll ad.”
To view all three videos – please see links below.
VIDEO 2: “I Am Out”
VIDEO 3: “I Bet He Is Going to Skip”
HoneyKome – digital pollination for brands, established in 2014, is a digital marketing and engagement agency, which provides brands and corporations with integrated digital marketing services from conceptualisation, through strategy to implementation and monitoring. Services include concept, strategy, design, development for web, mobile, social, as well as text and video content creation. Within the organisation, our video and television broadcast division VideoSwarm, contracts to independent 3rd parties as well as serving the Group’s in-house clients. Visit www.honeykome.com, www.videoswarm.co.za.
About the Ole! Media Group
Ole! Media Group is a dynamic digital media company that specialises in holistic publishing, marketing and advertising solutions for the information age. The Ole! Media Group has a global publishing network and international client base, which it services from offices in Cape Town, Johannesburg, London and Leeds.
In 2013, Tim Legg and Deseré Orrill amalgamated several companies to form the Ole! Media Group. The group currently comprises: MobiMedia, TEAMtalk media; AddSuite, HoneyKome and Delv. For more info please see: www.olemediagroup.com
