To grab young people’s attention even in the middle of a movie marathon, we decided to spoil the plot of whatever they wanted to watch next. So that there would be no point in watching anymore and they could go read a book instead.

We created a set of five-second long, unskippable animated pre-rolls. Each of them contained a spoiler for a different popular movie. We then targeted these pre-rolls to specific movie trailers on Youtube. So that if you were watching the Matrix trailer, you would see the Matrix spoiler. Our pre-roll then told you to go read a book instead and directed you to the Kniha.cz e-shop.

Although we spent less than 2000 dollars on media, the targeted pre-rolls reached their target audience and the overall traffic to the Kniha.cz website increased.