Titanium > Titanium and Integrated

LET'S MAKE AN ANTI-AD WITH RICKY GERVAIS

EMOTIVE, Sydney / OPTUS / 2015

CampaignCampaignLayout(opens in a new tab)
Supporting Content
Case Film
Supporting Content
1 of 0 items

Overview

Credits

OVERVIEW

BriefExplanation

Titanium

CampaignDescription

The challenge was landing the message of Optus’ launch of Netflix and delivering against two other recent VOD service players.

The market place was crowded and confused.

Objective was to create cut-through for the Optus message and dominate discussion of VOD services by positioning Optus&Netflix as premium entertainment providers.

We used social media with a simple idea: deliver content as entertaining as Netflix itself.

The strategy was to allow Ricky to create his own content with minimum scripting - counter to the way most advertising is created.

We wanted to deliver something Australians had never seen and a shoot resulted in a piece of pure entertainment. An anti-advert.

By trusting them to understand the joke, we took a bold, ironic approach that would resonate with the often cynical and jaded audience.

The key was the uniqueness of the content, letting Ricky be Ricky and having respect for the audience’s intelligence.

Effectiveness

Live on 24.03.15.

Results are from first twelve days of campaign.

Facebook:

• 4,008,790 Australian views (from population of 23 million).

• Broke record for fastest branded video to 4M in Australian Facebook’s history.

• Received over 4,000,000 leads. Over 1,000,000 new leads generated in the first 24 hours.

• 1-in-3 of all Australian users viewed

YouTube:

• Unique Reach – 5,700,000

• Average-watch-time - 51 seconds (of 58 seconds).

• Total-watch-time – So far 3.5 years of watch time

• Viewed in 143 countries

Twitter:

• 97% positive sentiment globally

PR:

• PR coverage reached over 4,600,000

• 52 pieces in Australia.

• Content featured on Ellen.

• 92% of coverage featured video

• Media ROI was 65:1

Brand Lift:

• 165% lift in Searches for Optus.

• 255% lift in Searches for Optus & Netflix.

• 1,070% lift in Searches for Ricky Gervais Netflix (previous Optus study: inconclusive)

Implementation

We published the content on Facebook and Youtube.

The Facebook videos were geo-locked and only viewable by Australian Facebook users.

Of the videos on YouTube, only the main anti-ad was viewable outside of Australia.

Different methods were used to promote the content from launch.

We gained consumer press coverage with The Daily Mail, Junkee, News.com.au and The Australian, among many others, writing articles about the content.

The content was also played and discussed on Channel 7’s Sunrise and by a number of prominent radio stations in Australia.

Ricky also began to tweet about the content– encouraging his fans to watch it.

Before long the social audience were sharing, commenting, tagging their friends and helping to spread the virility of the videos.

With paid and owned working hand in hand, a social strategy was executed, including use of short-form pre-roll on YouTube to draw the audience through to the main content.

Relevancy

We needed to position Optus as an enabler of entertainment in the Australian market. To do this we knew that we needed to create content that was actually entertaining.

Instead of creating an advertising piece for television then adapting it for use in digital, we developed a content piece designed to connect with “millennial” audiences (whom are most likely to use the service) in the digital spaces where they engage and interact - social media platforms.

We knew that if we could create content that took a risk and was edgy, it would be well received by social media users who would engage with and share the content.

We had to trust the audience. We knew that if we delivered something on their level, then they would subsequently spread the message that Optus was an entertainment provider, to a wider audience outside of Optus’ existing social fans or subscribers.

More Entries from Titanium and Integrated in Titanium

24 items

Titanium Grand Prix Cannes Lions
EMOJI ORDERING

Titanium and Integrated

EMOJI ORDERING

DOMINO'S PIZZA, CP+B

(opens in a new tab)

More Entries from EMOTIVE

14 items

Bronze Cannes Lions
LET'S MAKE AN ANTI-AD WITH RICKY GERVAIS

Social Video

LET'S MAKE AN ANTI-AD WITH RICKY GERVAIS

OPTUS, EMOTIVE

(opens in a new tab)