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Unskippable YouTube adverts from auto insurer

Author: CIMCOM

Unskippable YouTube adverts from auto insurer

undefinedAdweek’s ad campaign of 2015 is auto insurer Geico’s unskippable ad. Geico is the second largest United States auto insurance company. Its ad campaigns enable the business to maintain a clear position as a value for money brand in a crowded market place. With over 6,000 insurance companies in the USA, 2,500 of which are property/casualty firms including auto insurers, it pays to be distinctive. These YouTube ads stand out.

The advert you don’t want to skip

Geico has a track record of engaging, creative ads. This time it tackled the issue of people skipping ads on YouTube by flipping the normal ad format. Ads start at the end with the finishing strapline, then the action stops and in extended play the viewer sees the actors freeze in their poses with the camera still rolling.    

These ad treatments share the voiceover:

“You can’t skip this Geico ad because its already over.”

The ads also use the same clear proposition:

“Fifteen minutes could save you 15% or more on car insurance.”

The brand’s logo is prominently displayed, centre screen.

First five seconds of YouTube ad critical

Developed by The Martin Agency, the ads tackle the issue that YouTube viewers dislike pre-roll ads. After five seconds the skip rate is a huge 96 per cent.  Many advertisers simply repeat their TV ads on YouTube ignoring the importance of the first five seconds on this platform. Because pre-roll ads interrupt someone from seeing their chosen content, the Geico ads were developed to offer something entertaining enough for people to want to stay and watch. The innovative, humorous approach achieved its goal. 

Family freeze, so dog eats their meal

See the video. Family: Unskippable - GEICO (Extended Cut)

Mother: “Don’t thank me. Thank the savings!”

Cleaners freeze as vacuum runs amok

Watch the ad. Cleaning crew: Unskippable - GEICO (Extended Cut)

Cleaner “Shavings?”

Supervisor: “No, savings!”

Frozen elevator occupants create awkward moment 

Take a look… Elevator: Unskippable - GEICO (Extended Cut)

Suit 1: “So uh what do you say?”

Suit 2: “I say savings!”

Mid-air leap in freeze frame as BBQ burns

See the wires. High five: Unskippable – GEICO (:30)

Friends: “Savings!”

Results

  • The main family ad has achieved over 8 million views.
  • As well as being selected as the Adweek campaign of 2015, Geico’s ad won the Film Grand Prix at Cannes and two gold Clio awards in the Digital and Innovation categories.

More on ‘skip ad’ creative

Whilst this is an original creative treatment, it isn’t the first campaign to capitalise on the ‘skip ad’ concept with pre-roll YouTube ads. The ‘Second chances’ campaign by Leo Burnett for BITC (Business in the community) used the idea to persuade employers to remove the tick box for ex-offenders on their employment applications. Here, clicking the skip ad button triggers alternative pre-roll ads with an emotional message.

Read the story - Skip ad: the ‘second chances’ campaign