Video case study: Sodimac uses ‘Skip Ad’ button as part of message

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Home improvement store Sodimac teamed up with the government environmental care agency in Chile to run a smart YouTube ad to encourage eco-friendly habits, through innovative use of the ‘skip this ad’ button. This case study shows how the campaign got 80,000 click throughs in just one week.

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Brand: Sodimac | Sector: Retail, Governemnt | Country: Chile| Objective: Build brand engagement | Agency: Mayo Digital, Draftfcb | Format: YouTube, Video |

This clever YouTube ad, created by agency Mayo Digital and Draftfcb, showcased a range of environmental messages that challenged the viewer to either 'skip the ad' or 'skip the behaviour'.

The premise is that in five seconds you can address a bad habit and skip a damaging behaviour, rather than simply skipping a pre-roll ad. By doing this you will be helping to save the planet.

One of the ads read:

'With that lightbulb that stayed on all day, you could've washed three full loads of laundry. If you want to change this habit, the first change begins at home.'

A visual call out in the form of a pointer encourages users to click the 'Skip This Behavior' button. Once a viewer clicked on the button they were redirected to a site packed with various ecological tips.

The campaign was executed on a pay per view basis. In just one week, over 80,000 people chose to change their behaviour over skipping the ad.

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