VML adds a little bit of agency to the mindless act of clicking "skip" on a YouTube pre-roll ad with this activation in collaboration with the Australian police. To spread awareness about Missing Persons in the country, the agency bought pre-roll space that transformed the usual "Skip" button into "Yes I have (seen)" and "No I haven't (seen)," so people were forced to think a little before they clicked. The ads used geo-location targeting to show persons that were missing near you. The ads got 1.2 million views over five days. And, best of all, 238 people clicked "Yes."
Conversion marketing isn’t just a trend or tactic. It’s a fundamentally new way to approach marketing -- yet it’s based on the most timeless of principles: that the key to success in business is to drive sales today, while building stronger brands for tomorrow. Brought to you by Catapult.Learn more