“Skip Ads that Save Time” draws inspiration from the common habit of skipping ads on YouTube, India’s most used video platform, to demonstrate how organising with IKEA can save people the time they waste looking for things. We realised that people are forced to wait 5 seconds before they can skip an ad.

While most brands have put up skippable ads, no brand has utilised the skip button as such. So, we decided to own the button and build a campaign that creatively shows them the value of organising in under 5 seconds.

Situation- IKEA has a range of organising products that have gained popularity across the globe owing to their organising functionalities. But being a new entrant in the Indian market, the brand is still in the early stages of educating people about the perks of organising with IKEA.

Brief- To make IKEA's organising solutions relevant in the lives of 1.4 Billion Indians.

Objective- Create tangible value of organising in everyday life among Indians, through an experiential campaign targeted at most Indians.

With a population of over 1.4 Billion, India is a country where people are always rushing. Organising is the last thing they have on their minds, but something that can positively impact their daily lives beyond imagination. A little organising with IKEA can help them keep chaos out of their spaces and in effect, save them a lot of time.

Also, there are over 460 million YouTube users in the country, but only 0.17% of them have Premium subscriptions. Meaning, that most Indians are made to wait for at least 5 seconds before they can watch their videos, owing to ads.

Both these insights gave us an opportunity to demonstrate the organising capabilities of IKEA's products in an experiential manner.

YouTube ads are infamous for wasting people's time, so IKEA created the first-ever ads that save time. We doubled down on a button they can’t wait to press, the skip button, and used it in a unique manner.

We created pre-rolls displaying relatable situations where it generally takes people a lot of time to find what they're looking for. However, since our characters organised with IKEA, they could find those things in a matter of seconds. For the first time, people watched ads that skipped them first to demonstrate how organising with IKEA can save them time.

Target- 462 Million YouTube audience base

YouTube usually targets their audience with ads on every video and they skip those ads every time. All viewers impatiently wait for the skip ad to appear, while repeatedly thinking about the time they're wasting, even if it's a mere 5 seconds. This gave us the perfect opportunity to demonstrate how they can save that valuable time by organising with IKEA.

Over time, skipping ads has become a common habit of the YouTube audience, causing their fingers to hover over the space even before the button appears. So, we decided to utilise this habit to our favour by getting the characters in our films to press the button at the right time, shocking the viewer.

• Implementation- We dug up data on the most misplaced items in homes (eg: keys, socks, spatulas, etc. and created pre-rolls mirroring real-life situations. However, our characters were so organised in the ads, they found things easily and pressed the skip button before the viewer.

• Timeline- 16th August, 2023-10th September, 2023

• Placement- We placed our ads basis the videos about to be played by the viewer.

• Scale- We created 36 unique time-saving pre-roll ads targeting 462 million YouTube users.

• Time spent with brand- 4.8 minutes

• Proof of engagement: 2,54,244 clicks, 100% views

• Owned media results- 53.7+ Million impressions

• Earned media results- 10.9+ Million impressions

• Consumer loyalty- 3.5% increase in brand desire.

• Brand perception- 3.5% increase in brand desire.