4. CAMPAIGN BACKGROUND
THE ULTIMATE SLEEP - IBIS
Agency:
BETC
Production:
VICE France
Product:
Sweet Bed by IbisTM
Tagline:
Now the best place to
sleep is everywhere
Format:
Interactive web documentary
Scenario:
A passionate adventurer is sleeping in a place where
nobody has been willing to sleep before thanks to the
Sweet Bed.
Objective:
Generate traffic to the interactive website www.ibis-
expedition.com that hosts the video
5. WITH TRAFFIC BOOSTER
OUR ANSWER: inSocial
A video format distributed into social publishers
which allows the brand to achieve two main objectives:
BRANDING
Full screen experience with HD video which
directs users to the website.
TRAFFIC GENERATION
The site opens up at the end of the video
within the format itself.
7. More than 7 000 shares
on social networks and
96 000 Facebook users exposed
CAMPAIGN DETAILS
KPIs
Close to
760 000
views delivered
in full view and
full screen, including
23% of free
media views
More than
465 000 visits
on the website ibis-expedition
Average time spent on the
website was
6 mins 30
Close to 9 000 redirections
to the website ibis.com,
the sweet bed and Ibis
Facebook page
More than 100 articles written by influential publishers among top blogs like Presse-Citron,
Llllitl or La Réclame in 7 different countries
8.
9. VIDEO EMOTIONAL ANALYSIS
EVIAN – BABY & ME
Ad:
Evian Baby & Me
Average of All Participants
Good Hook Good Middle Good End✓ ✓ ✓
Moment-by-moment emotion engagement
EXPRESSIVENESS
Duration:
76 sec
Ranking:
3/21
Views:
70M
(160 million total views globally)
AFFDEX SCORE: 92
10. Average of All Participants
Good Hook Good Middle Good End✓ ✓ ✓
Moment-by-moment emotion engagement
EXPRESSIVENESS
VIDEO EMOTIONAL ANALYSIS
TWENTIETH CENTURY FOX – DEVIL BABY ATTACK
Ad:
Devil Baby Attack
Duration:
109 sec
Ranking:
1/21
Views:
42M
AFFDEX SCORE: 94
14. BREITLING
Campaign runs across
23 countries
(FR/ BE/ NL/ LU/ UK/ DE/ CH/ ES/ IT/ PT/ TK/ MOROCCO/ ALGERIA/
US/ BR/ UAE/ ZA/ JP/ SG/ INDIA/ JP/ AU/ NZ)
Teads Elite Club Campaign
Only the top 5 most respected
News/ Business publishers in each country
More than 8 Million Views
(30 sec guaranteed) to deliver
15th MAY TO 10th JUNE 2014
Affectiva study : looking at the link between emotional response and number of views based on top 40 most viewed Youtube videos in 2013. The number of views are YT counts only and don’t necessarily reflect the total number of views globally and all other websites.
Baby&me
Emotional response rank : 3rd position
Number of views: 1st position with 70 million YT views (160 million total views globally)
Emotional response: 1st position
Number of views: 2nd position but far behind Evian
Although the top 5 ads had high levels of emotional engagement, it shows very clearly that Baby & Me has nearly twice of many views as the next, most popular video ‘Devil Baby Attack’ which was only distributed through YouTube.
Therefore, the key to virality success remains with a strong distribution strategy getting your content in front of the right audiences.
In this case, Evian’s strategy was…..
A video format with allow to achieve two main objectives :
BRANDING
Full screen experience with HD video which ends up to the website.
TRAFFIC GENERATION
The site opens up at the end of the video within the format itself.
Ad AS content : Strong social media distribution will create a snowball effect Advocacy, conversations, shares, likes
Ad IN content: Distribution strategy at the heart of media content to complement editorial creating engaging innovative advertising experience