In order to deliver the message that thousands of youths have to spend a long time every day and night alone on the streets, we decided to launch a campaign that gives the viewers a small taste of the loneliness in the streets and test how much time they can last.

The campaign used a smart connection between a preroll and a banner that followed it.

The preroll started with the question “How long will you last?” and than started a very long realistic movie of a young boy sleeping on a bench in the street. Most of the viewers skipped the “boring” movie and than it happened!

While watching the content after, the viewer got a banner that used the exact time he lasted on the preroll with the message: You lasted XX seconds, Thousands of youths have to last all night, every night.

The campaign launched on the leading sites in Israel for 2 weeks, using very long prerolls. When the viewer clicked on the "skip ad" button he was encountered with a banner that generated the exact time that he spent on video with the message: "you lasted XX seconds" and following the message "Thousands of young people are forced to last the entire night alone on the street".

Here are some of the relevant campaign results:

Preroll views – 154,191

Unique preroll views – 100,210

Almost 30% watched half of the video (of a boy sleeping on a bench in the street!)

Minisite:

Pageviews – 5,271

Avg. Session duration – 18 seconds

New Sessions – 94.81%

ELEM reports reveal a 20% increase in donations due to our campaign.