Emma: The SkipAd Show
Cyber Monday is one of the most ad-saturated moments of the year. People skip every ad that appears. In the middle of that chaos, Emma and Gollo did the opposite of what was expected: we turned the most ignored ad format on the internet into a game of attention.
We introduced The Skip Ad Show — a skippable YouTube ad where every 30 seconds you watched unlocked progressively larger discount codes, available only inside the ad itself.
Get people to choose to watch advertising — willingly.
Get people not just to watch an ad, but to seek it out, share it and want to watch it to the end. No teasers, no other entry point, no fast-forward, no rewind. Just an ad that found you if you were lucky.
An ad people shared as if it were their own.
People watched it, shared it, hunted for it — and even resold the codes. An ad that became content people actually wanted to consume.
Watching it meant winning. And people actually watched.
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