Cannes Creative Showcase: GEICO figures out a hack to make viewers watch their full advertisement

Brand: GEICO

Agency: The Martin Agency Richmond

Brief

GEICO decided to do viewers a favour: fast-forward to the end of their own pre-roll ad. At the end of each :15 pre-roll, viewers could click to watch the full-length ad and see what they missed. The full-length ads featured more GEICO messaging and more exposure to the brand.

Execution

Their :15 pre-roll ads ran as paid media on YouTube. At the end of each :15 pre-roll, viewers could click to watch the full-length ad (also on YouTube) and see what they missed.   

Outcome

After three weeks, the campaign had over half a million views. Most importantly, the extended versions have almost as many views as the paid :15 pre-rolls. With a 91.7% correlation between paid and unpaid views, which means 9 out of 10 paid views were converted into voluntarily watching the full-length ads.

MARKETING magazine is the Official Cannes Lions Festival Representative for Malaysia.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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