We saw a link between skipping, an exercise behaviour connected to Medibank’s philosophy of better health, and skipping ads, a behaviour popular on YouTube. And created a pre-roll ad that delivered more of Medibank’s message, the more it was skipped.

We filmed a series of videos in which a girl is skipping, acknowledging our audience's propensity to ‘skip’ ads themselves.

We then layered the videos together, and created interactive buttons mimicking the ‘skip ad’ buttons on YouTube.

This created the illusion of a single video where our audience could control the speed of our actress skipping. Users were given their usual option to ‘skip’ our ad, or, ‘skip the ad even more’.

Each time the user opted to skip, our actress would skip faster, and deliver a Medibank health insurance message.

For the 2 months leading up to Tax Time, young people on Youtube were served two versions of the pre-roll, with variations in messaging and offers. The closer to Tax Time, the stronger and more direct the message from our Skipping Girl. The idea, however, remained the same - tell people more about Medibank, the more the skipped the ad.