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7 Days. 6 Twitter ads. 1M Impressions.

InterContinental Hotels Group

The brief

InterContinental Hotels Group (IHG) had an opportunity to test Twitter's new in-stream advertising opportunities in Australia. The tool would allow their ads to run during the highly popular My Kitchen Rules show, and would promote their Easter Indulgences promotion.

They had a tight timeline of just one week, and needed 6 x 6 second video ads that promoted a range of travel destinations in Australia and New Zealand.

The work

IHG leveraged the creativity of the Genero community to find innovative ways of using stock imagery for this purpose. The playful 6-second pre-roll video ads include iconic scenery from each destination along with 3D animations of food and drinks, which communicated the Easter Indulgences messaging.

All ads were optimised for Twitter and for consumption in mobile, delivered in both 16:9 and 1:1 formats.

The results

1M Impressions, 40% Video View Rate, CPV 0.02$ (industry benchmark 0.3$).




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