7 Days. 6 Twitter ads. 1M Impressions.
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
- 1 Million
- Impressions
- 40%
- Video View Rate
- 0.02$
- CPV (industry benchmark 0.3$)
The work
Auckland & Christchurch
Perth & Adelaide
Sydney & Melbourne
Handle
Handle is a small studio with big ideas, based in Australia and New Zealand. The team have a combined 29 years of animation, design, creative direction, copywriting, directing, editing and motion graphics experience.
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