Admit it. Each time you have the opportunity to “Skip Ad” on YouTube, you do it without feeling any guilt. And in this cool Mini Cooper campaign, you are actually given a reason to do it; in fact, you are encouraged to do it.
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To celebrate the launch of the new Mini back in June 2015, Kinetic Singapore created a YouTube Pre roll ad that invites you to click on the Skip Ad button as fast as you can. The reason? You’re competing against the new Mini Cooper itself.
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The concept works perfectly, and in accordance with the Mini Cooper’s brand image. It is targeted to the young (or those who feel young in some way), and those with a taste for speed and fun. The ad even uses YouTube‘s native “You can skip to this video in…” countdown to prepare you for the race. Once it turns to zero, users have to click as fast as they can, before the Mini Cooper zooms off!.
The ad just works and it succeeds in gamifying an annoying characteristic of online videos and turning it into an asset! Kudos!