Case study: Sodimac uses ‘Skip Ad’ button as part of message

05/02/2013

Home improvement store Sodimac teamed up with the government environmental care agency in Chile to run a smart YouTube ad to encourage eco-friendly habits, through innovative use of the ‘skip this ad’ button. This case study shows how the campaign got 80,000 click throughs in just one week.

This clever YouTube ad, created by agency Mayo Digital and Draftfcb, showcased a range of environmental messages that challenged the viewer to either 'skip the ad' or 'skip the behaviour'.

The premise is that in five seconds you can address a bad habit and skip a damaging behaviour, rather than simply skipping a pre-roll ad. By doing this you will be helping to save the planet.

One of the ads read:

'With that lightbulb that stayed on all day, you could've washed three full loads of laundry. If you want to change this habit, the first change begins at home.'

A visual call out in the form of a pointer encourages users to click the 'Skip This Behavior' button. Once a viewer clicked on the button they were redirected to a site packed with various ecological tips.

The campaign was executed on a pay per view basis. In just one week, over 80,000 people chose to change their behaviour over skipping the ad.


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