Cannes Lions

Unskippable

THE MARTIN AGENCY, Richmond / GEICO / 2016

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For years, pre-roll advertising has been, at best, an afterthought for marketers. In fact, 94% of consumers reveal that they “strongly dislike” pre-roll advertising and click the “skip” button immediately . But one thing is undeniable, the highly coveted millennial target flocks to online content and YouTube is no exception . So how could GEICO reinvent pre-roll advertising in a way that would help them not only connect with their younger demo, but take a media platform that is universally loathed and, dare we say, make the ads “Unskippable?”

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