Cannes Lions

3 BILLION CLICKS

HAVAS DIGITAL, Moscow / GLOBAL TIES / 2014

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Online Video
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Overview

Entries

Credits

OVERVIEW

Execution

We posted this video and enabled ads. Only 2 types of advertising get displayed inside Youtube’s player: in-stream or in-video.

In-stream ads run before the video and only generate money if watched until the end without skipping or by clicking the ad.

The only ad format that actually stays while the video is running is the ‘Overlay-in-video format’, the banner that appears below the video. That was our shot to explain to people what to do, while they were actually able to do something: click. It appeared exactly when our video asked for a click to save people from starvation.

Outcome

We didn’t get 5 billion Youtube views like Justin Bieber recently did, but we are happy to give some to other also important kids in the world, without spending a single dollar in the video production, but believing that the idea itself is simple and clear enough to get viral.

All we ask is for a click. A click, without any tricks, can really become money. Our goal is to get at least 3 billion clicks and we don’t see any reason to doubt it could happen.

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