As per Youtube´s optimization research, advertisement have 5 seconds to get consumer´s attention since usually about 90% of people press the button to skip the ads. Based on that data, we decided to make the ad skip button concept to work the other way around, in favor of our brand, so that way the ¨Escape Ad¨ should turn into the ¨Ad to escape¨ for those travel lovers we wanted to reach. That way, this would be an advertisement with a skip ad button that nobody wanted to skip.

5 different video executions, activated only on Mondays, the promotion (and coldest sales) days. Each of them visually based on provocative and inspiring images of beautiful destinations, with a copy that invited the audience to keep connected: ¨if you only care about traveling you should stay and see how far we can get¨, while a price countdown was quickly showing price reductions as time passed by.

• Results

The program has been on air for a year, and this campaign not only achieved and surpassed the goals, but also overcame last year´s results:

• 90% of viewers stays until the CTA.

• Of the total views of the seen videos, the average watching time of the 5 executions was 94%

• 167% above impressions goals (4.199.267 planned vs 11.213.404 delivered).

• 120% above engagement goals (133.333 planned vs 293.414 views).

• 11.4% budget optimization (video production was only USD $2.000 plus USD $4.000 Media investment).

• 20% above response rate goal (73.859 clicks 25% Response rate).