Challenge
Approaching the 2020 holiday season, chocolate brand Cadbury wanted to drive awareness of Cadbury Heroes League, an eSports tournament in the UK. This special event allows kids to train their parents’ gaming skills to battle other parents on Street Fighter.
The campaign aimed to engage families with teens and grandparents through humorous videos featuring celebrities with their parents, including Tom Grennan and Ashley Banjo. The video ad redirected users to the tournament’s YouTube page, where they could discover other videos from the campaign and watch the live stream and replays of the battles.
Campaign
For this campaign, the Mondelez subsidiary relied on the Ad Chooser format developed by Ogury. This feature brings a new way of delivering full-screen mobile video advertisements that enable consumers to choose the most appealing ad, bolstering brand memorability. Ogury’s Ad Chooser allows users to choose between two Cadbury video ads. The user then does the final stage of ad targeting by selecting their preferred video to be watched on full-screen.
Results
The campaign allowed the brand to reach an 87.8% visible video completion rate, based on a VTR of 90.4% and a viewability rate of 97.2%. Ogury’s Ad Chooser is also enhanced with a creative choice report. This report enabled Cadbury to test user preferences and analyze the engagement and memorability of their video ads. One of the insights highlighted in the report showed that despite both videos having a similar VTR, the one with Tom Grennan resonated better with the audience: not only was that video the most picked (52%), but it also drove a 5.6% higher ad recall. These reliable insights can directly benefit future campaign strategies.
Through Ogury’s unique targeting technology and proprietary ad format, Cadbury managed to generate video completes among the brand’s target audiences.
