Allianz ‘Be OK’ YouTube Button
Allianz (Australia)
Issue 29 | December 2013
Agency
MercerBell
Creative Team
Executive Creative Director David Bell Digital Creative Director Carmela Soares Creative Group Head Liz Kain Senior Art Director Michael Nikotin Art Director Rodolfo Sarno Copywriter Ian Hammond
Production Team
Developer Richard Lama Agency Producer Baz Milas Producer Helen Hendry Director Chris Dudman Post Production Heckler Senior Producer Daniela Stoecher
Other Credits
Allianz Dominic Brandon Russell Walsh Senior Account Director Lorraine Gormley Senior Account Manager Tim Barrett
Date
Launched May 2013
Background
With everyone 'skipping ads' on YouTube at the first opportunity, the task was to get people to watch long enough to be able to absorb the message about car insurance.
Idea
As well as the 'Skip' button on the YouTube video, a 'Be OK' button was created, a whole new way to interact with ads on YouTube. The 'Be OK' button allowed people to reverse the film and thus reverse the damage caused by an accident so they could experience first- hand Allianz's fast and efficient service.
Results
Between May and September 2013, the spot received more than 11 million impressions. And even though people had the option to skip the ad, 46% of viewers watched for long enough to take in the message.
Our Thoughts
Like the Leo Burnett idea for BITC on pages 46-47, this is a creative mind looking at the Skip button and thinking, “I wonder...’ As a result, the ad is now a great demo, reversing the accident so the paint cans go back onto the shelf. It has also turned watching an ad into an experience. The viewer is in control. To the question, why would you click on the ‘Be OK’ button, the answer is ‘Because it’s there’ and because you’ve never seen it before.