OTTO YOUTUBE SPECIAL by Kolle Rebbe Hamburg for Otto

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OTTO YOUTUBE SPECIAL

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Industry Online Retail & E-stores
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Stefan Kolle
Copywriter Petra Schotten, Till Grabsch, Sabine Kuckuck
Account Supervisor Nic Heimann, Markus Druehe, Florian Voellmecke
Released March 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: OTTO & CO.
Product/Service: ONLINE SHOP
Agency: KOLLE REBBE
Date of First Appearance: Mar 24 2009 12:00AM
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Entry URL: http://www.forthejury.de/english/otto-youtube-special/
Executive Creative Director: Stefan Kolle (Kolle Rebbe)
Creative Direction: Sven Klohk (Kolle Rebbe)
Creative Direction: Lorenz Ritter (Kolle Rebbe)
Art Direction: Till Heumann (Kolle Rebbe)
Art Direction: Kay-Owe Tiedemann (Kolle Rebbe)
Copywriter: Petra Schotten (Kolle Rebbe)
Copywriter: Sabine Kuckuck (Kolle Rebbe)
Copywriter: Till Grabsch (Kolle Rebbe)
Graphic Design/Production: Kristin Ließ (Kolle Rebbe)
Design: Jakob Kriwat (Freelancer)
Design: Dennis Schlueter (Kolle Rebbe)
Agency Producer: Henning Stamm (Kolle Rebbe)
Account Supervisor: Markus Druehe (Kolle Rebbe)
Account Supervisor: Nic Heimann (Kolle Rebbe)
Account Supervisor: Florian Voellmecke (Kolle Rebbe)
Film Production: (Telemaz)
Media placement: YouTube Online Video - Http://www.youtube.de - 24 March 2009

Describe the brief/objective of the direct campaign.
As Europe’s largest online mail order retailer for fashion, the OTTO brand places high demands on innovation. For the new summer collection, the media campaign needed something that had never been done or seen before. With the aim of addressing new young target groups. The campaign is based on the strategic, overarching idea “That’s it!” It describes how it feels when you find exactly the sort of fashion you just need to have.

Explain why the creative execution was relevant to the product or service.
To reach a younger target group, OTTO chose the world’s largest platform for moving images: YouTube. The powerful slow-motion effect presents the collection in high quality resolution. But to really get a buzz going with the target group, YouTube added some developments: With the first campaign film ever on YouTube that lets viewers look at the scenes and products from various angles and gave them the chance to order items via links in the film itself. The spot breaks down the barriers between image and product advertising and offers users everything in one medium, right up to the ordering process.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Activate the target group with an innovative medium: the world’s first interactive ad film on YouTube. It lets users select various perspectives and order products directly from the film – all with the click of a mouse. Chosen user involvement: 18% Required result: 6 million ad contacts

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The objectives set for the duration of the campaign had already been exceeded by the end of the first day: 1. On the first day, circulation of the start video exceeded the target of 20,000 with a total of 37,299 visitors. 2. The click-through rate to www.otto.de was set at 6%, but managed a total of 26.5%. 3. 18% user involvement was selected, but actually reached 35% (i.e. users who watched the start video right until the end). 4. On the first day, an average of 4,000 users interacted with the annotations (links within the video). 5. During the whole campaign, more than 7.8 million ad contacts were reached via YouTube (more than 1 million over target).