The idea:

Skip our ad and skip the grocery store.

We knew that people hated pre-rolls. That's why we made skippable pre-rolls from recognizable and cringing grocery store situations.

The idea gave a new meaning to the skip button and urged people to skip the grocery store - simply by skipping the ad.

The insight of the media is in the core of the idea. We know people hate pre-rolls and that's why we wanted to give a new meaning to the skip button. And make the action of pushing the skip-button into the action of skipping the physical grocery store.

The skippable pre-rolls went live on october the 1st and lasted to October the 31st on youtube.

An average skippable youtube pre-roll - last for 30 sec -

has a completion rate on 20%.

Our skippable pre-rolls - lasted up to 5 minutes - had an average

completion rate on 70% (the favorite had 93%).

The films stayed on youtube after the campaign ended and have an organic reach of 1.4 million (Norway has 5 million citizens).

This is a series of skippable pre-rolls to promote the first online grocery store in Norway - kolonial.no.

It is also a series of pre-rolls that are not only designed to be skipped, but by showing you cringing and boring grocery store situations, we urge you to take action and skip them(and try our groceries delivered to your doorstep instead).

Skip the ad - skip the grocery store.

Target audience: Families with children.

With a low budget we needed a cheep media buy, and skippable pre-rolls is as cheep as it gets.

Not only was it cheap, it was the perfect media to execute our idea.

People hate pre-rolls - and they don't really like to go to the store either.

That was our insight and the core of the idea.

Situation:

People hate pre-rolls.

Kolonial.no is the first online grocery store in Norway - that let's you skip the store and get your groceries delivered to your door step instead.

The challenge: Few of our audience didn't knew about our service and was still shopping their groceries in the physical grocery stores.

Brief:

Make an online campaign that tells people about the advantages of shopping groceries online.

Objectives:

Build awareness, and knowledge about the service, and get more costumers.