Heinz Tomato Ketchup recently rolled out its digital campaign titled “Taste That Grabs You”, 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%)
View Rate: 30%
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