Heinz¬†Tomato¬†Ketchup¬†recently rolled out its digital campaign¬†titled ‚ÄúTaste That Grabs You‚ÄĚ, collaborating with Foxymoron by using a quirky technique¬†to¬†create curiosity and keep the viewers hooked on.
Most¬†viewers¬†on YouTube view pre-rolls before tuning into videos that hold their interest. The agency launched five interactive pre-rolls, where unlike any other¬†skip¬†ad, the protagonist is so engrossed in eating that he/she¬†tells¬†to¬†skip¬†the advertisement and leave them alone.
This helped build curiosity by telling the viewer¬†to¬†skip¬†the advertisement within the first five seconds, followed by showcasing¬†common and relatable individuals indulging in food with Heinz¬†Tomato¬†Ketchup.
By telling its¬†viewers¬†to¬†hit the¬†skip¬†button,¬†the brand created intrigue and got the¬†viewers¬†to¬†watch what the pre-roll had¬†to¬†offer and the results did not disappoint.
Suveer Bajaj, Co-founder, FoxyMoron, said, "With the five innovate pre-roll concepts we developed for¬†Heinz¬†Tomato¬†Ketchup, we toyed with the idea of tempting users to skip an ad, or continue enjoying the ketchup experience that¬†Heinz¬†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:¬†32%¬†(Average Industry Rate = 15-18%)
Brand Recall (First Quartile) Lift Rate:¬†52% (Average Industry Rate =¬†45-70%)
Brand Awareness Lift Rate:¬†15.8% (Average Industry Rate =¬†12-17%)
Total Impressions:¬†14.5 million
Total Reach:¬†7.50 million
Total Views:¬†2.3 million