2015 Winners & Shortlists

Results and Effectiveness

THE OBJECTIVE WAS CLEAR. DOUBLE THE DAILY "OTLOB" APP DOWNLOAD RATE ON IOS, ANDROID AND MICROSOFT AND BOOST THE DAILY NUMBER OF ORDERS. AFTER THE 5 SECONDS CAMPAIGN WAS LAUNCHED THE RATE OF DOWNLOAD MORE THAN TRIPLED AND ORDERS SKYROCKETED.

Creative Execution

CREATING ONLY 5 SECOND ADS MAXIMISED THE NUMBER OF YOUTUBE AIRINGS POSSIBLE WITH THE LIMITED BUDGET AVAILABLE, THUS ENABLING OTLOB.COM TO HIJACK VIEWERSHIP ON YOUTUBE. WITH MANY DIFFERENT 5 SECOND EXECUTIONS, THE OBJECTIVE WAS TO CREATE A HYPE AROUND THE CAMPAIGN. ON OTLOB'S FACEBOOK PAGE WE ANNOUNCED WHENEVER A NEW SPOOF WAS LAUNCHED, LEADING THE TARGET TO PROACTIVELY SEARCH FOR THE LATEST EXECUTIONS AND THUS TURNING THE YOUTUBE ADS THE AUDIENCE GENERALLY TRIES TO AVOID, INTO ACTUAL SOUGHT AFTER CONTENT.

Insights, Strategy and the Idea

OTLOB.COM, THE LEADING FOOD DELIVERY WEBSITE IN EGYPT HAD RECENTLY LAUNCHED THEIR NEW MOBILE APP. THE OBJECTIVE WAS TO DOUBLE THE APP DOWNLOAD RATE, THUS BOOSTING THE NUMBER OF ORDERS PER DAY. BECAUSE OTLOB.COM'S TARGET AUDIENCE ARE YOUNG EGYPTIANS HUNGRY FOR GREAT CONTENT, WE WERE SET ON USING YOUTUBE FOR OUR CAMPAIGN. OUR CHALLENGE HOWEVER, WAS HOW TO BEST UTILISE YOUTUBE WITH THE VERY LIMITED BUDGET AVAILABLE. KNOWING THAT THE TARGET ALWAYS SKIPS THE YOUTUBE ADS EAGER FOR THE ACTUAL CONTENT, WE DECIDED TO ENTERTAIN THEM IN THE MUST SEE FIRST 5 SECONDS! SHOT ON IPHONE, WITH ALMOST ZERO BUDGET AND STARRING EGYPTIAN COMEDIAN ALAA MORSY WHO AGREED TO DO THE ROLE FOR FREE, WE SPOOFED 10 FAMOUS CHARACTERS, EACH IN A 5 SECOND AD ON YOUTUBE.