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The Skipping Girl

Agency Network: 
Published/Aired: 
May 2015

Description

Medibank, a health insurer, promotes better health through exercise. They needed to target young people with this message, so YouTube was the perfect environment - but 94% of people skip ads there. 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 the first pre-roll ad that actually played more, the more it was “skipped.”

Head of Broadcast and Content Production: Margot Ger

Digital advertisement created by TBWA, Australia for Medibank, within the category: Finance.

Advertising Agency: Whybin\TBWA Group Melbourne, Australia
Executive Creative Director: Paul Reardon
Art Directors: Scott Canning, Nicholas Sellers
Copywriter: Tim Woolford
Senior Account Director: Matt Chiodo
Account Manager: Courtney Bramwell
TV Producer: Pip Heming
Head of Digital Production: Dave Keating
Digital Designer: Ben Hall
Director: Brian Patto
Edit House: Method
Editor: Elodie Fouqueau
Sound Studio: Big Studio
Sound Design: Leo Guardo
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Highest Rated

damnson's picture

Poor girl.

damnson
Activity Score 11517
Copywriter |

An axe murderer of ads.

damnson's picture

Poor girl.

damnson
Activity Score 11517
Copywriter |

An axe murderer of ads.

morse's picture

Funny. Good job.

morse
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture

nice.

kleenex
Activity Score 58793
Web Designer/Developer
Pete R.'s picture

Eh.. not really working for me. Annoying.

Pete R.
Activity Score 3412
Illustrator
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