HeinzÂ TomatoÂ KetchupÂ recently rolled out its digital campaignÂ titled â€śTaste That Grabs Youâ€ť, collaborating with Foxymoron by using a quirky techniqueÂ toÂ create curiosity and keep the viewers hooked on.
MostÂ viewersÂ on YouTube view pre-rolls before tuning into videos that hold their interest. The agency launched five interactive pre-rolls, where unlike any otherÂ skipÂ ad, the protagonist is so engrossed in eating that he/sheÂ tellsÂ toÂ skipÂ the advertisement and leave them alone.
This helped build curiosity by telling the viewerÂ toÂ skipÂ the advertisement within the first five seconds, followed by showcasingÂ common and relatable individuals indulging in food with HeinzÂ TomatoÂ Ketchup.
By telling itsÂ viewersÂ toÂ hit theÂ skipÂ button,Â the brand created intrigue and got theÂ viewersÂ toÂ watch what the pre-roll hadÂ toÂ offer and the results did not disappoint.
Suveer Bajaj, Co-founder, FoxyMoron, said, "With the five innovate pre-roll concepts we developed forÂ HeinzÂ TomatoÂ Ketchup, we toyed with the idea of tempting users to skip an ad, or continue enjoying the ketchup experience thatÂ HeinzÂ presents us on a daily basis. We saw a shocking completion rate of 32 per cent (2x industry standard) on skippable inventory proving that the daring slice-of-life creative managed to manifest a delicious everyday ketchup experience for all!"
Campaign statistics shared by Foxymoron:
Completion Rate:Â 32%Â (Average Industry Rate = 15-18%)
View Rate:Â 30%
Brand Recall (First Quartile) Lift Rate:Â 52% (Average Industry Rate =Â 45-70%)
Brand Awareness Lift Rate:Â 15.8% (Average Industry Rate =Â 12-17%)
Total Impressions:Â 14.5 million
Total Reach:Â 7.50 million
Total Views:Â 2.3 million