YouTube Interventions
A very simple and smart campaign to come out of Ogilvy Cape Town. Based on the insight that people are just ‘too busy’ to donate to charity, but somehow manage to find hours in the day to watch random videos on YouTube. They set about taking the ‘most viral’ videos each day on YouTube, downloading them and then remixing them with the campaign message. They then tagged them exactly the same so unsuspecting ‘time-wasters’ were exposed to the campaign when they least expected it. It’s a smart tactic, and one that really interrupts the user.
With no spend what so ever, the campaign managed to get 300,000 people to sign the petition, a pretty large number by all accounts.
