Why not make plans while you wait for something? As people usually wait for videos to load on YouTube, that’s the perfect moment to call the topic to mind. Without been intrusive we found a connection between waiting for content and thinking about the future by utilising the common "pre-loader" icon. At first viewers see YouTube’s classic loading wheel. Then a drawing line interacts with it revealing that this is not a common loader. Every time a video loads, a new inspiring scene is drawn.

In a period of 6 weeks, the pre-roll videos simulating YouTube‘s loader were viewed more than 5.3 million times right to the end: a view rate of 50.18%. With a CTR of 1.7%, the traffic to Zurich‘s website increased enormously, proving that the wait is shorter when you make plans.