The idea:

Skip our ad and skip the grocery store.

We knew that people hated pre-rolls. That's why we made skippable pre-rolls from recognizable and cringing grocery store situations.

The idea gave a new meaning to the skip button and urged people to skip the grocery store - simply by skipping the ad.

The insight of the media is in the core of the idea. We know people hate pre-rolls and that's why we wanted to give a new meaning to the skip button. And make the action of pushing the skip-button into the action of skipping the physical grocery store.

The skippable pre-rolls went live on october the 1st and lasted to October the 31st on youtube.

An average skippable youtube pre-roll - last for 30 sec -

has a completion rate on 20%.

Our skippable pre-rolls - lasted up to 5 minutes - had an average

completion rate on 70% (the favorite had 93%).

The films stayed on youtube after the campaign ended and have an organic reach of 1.4 million (Norway has 5 million citizens).

But more importantly: The costumer base grew by 32% during the campaign period.

Which means people loved our pre-rolls but started skipping the store.