The telecommunication service company AU launched a new pricing plan, povo. The problem was that the esoteric plan required detailed explanations such as the use of eSim built into smartphones and the purchasing of GB at shops.

The company tried to explain these elements in video ads, but the younger target audience ignored the video ads by skipping them. The goal was to lengthen the viewing time of the video ads.

We set up a stage called "GIGA GAME," where we trapped ten influencers in a space and gave them quizzes related to povo. The rule was to respond to the commands while making the viewing time as long as possible.

The target audience for this campaign is young people, and we cast influencers with numerous followers.

Even if popular influencers appear in ads, viewers still skip simple video ads. Therefore, we strategically designed the ads to increase the viewing time as much as possible.

Using YouTube's distribution technology, we created a structure that displayed the total viewing time of each influencer's video in real-time. The influencers competed with each other in a ranking format.

The influencers spontaneously appealed to their followers: "Watch this video and support me!" Their followers began actively sharing the video ads to help their favorite influencers win.

All ten videos by the ten influencers were distributed in the same number of seconds and with the same ad spend.

Even after the competition period of the video ads finished, fans continued to view the videos in support. The videos were played for a total of 47,300 hours, approximately 13.2 times the normal viewing average for video ads.