2021 DRUM AWARDS
ORIGIN 'NATIVE CTV' AD CAMPAIGN
Nominated for: 'Best Use of CTV'
A leading consumer electronics company and their agency activated Origin's premier Native CTV solution, Origin Prime, for their Connected TV Holiday ad campaign promoting a new robot cleaning product.
Enhance and distribute the brand's main ad creatives in a way that would elevate their effectiveness when it came to:
Educate consumers of the product's most appealing features and functions.
Strengthen brand affinity between the new product and its more well known products.
Elevate awareness of the brand.
Origin Prime involves the custom production of highly engaging short form native video assets called Toppers, which are programmed to run directly before or around regular brand ads inside standard ad breaks on Connected TV.
For this campaign, Origin's in-house animation studio produced a series of 12 Toppers (some seasonal) that were designed to run directly ahead of the brand's main ad creative.
...AND WHY THEY MATTER
The brand already sell several popular products. The brief was to elevate their latest product offering to the same level of recognition.
Being able to connect with a viewer on a personal and relevant level greatly elevates a consumer's ability to remember a message.
Seasonally relevant native messaging forges a new dimension of personal relevance that connects better with viewers and significantly influences purchase consideration.
Viewers who saw the seasonal specific Origin Toppers had a 93.2% positive response rate when asked if they would consider purchasing the brand's new product as a gift for the 2020 holiday season.
EFFICIENCY AND IMPACT
The approximate frequency of ads shown per household was 3x, although the campaign brief had a frequency cap of 40x.
The impact of Origin's native CTV solutions drove lift across all of the brands main KPIs despite reducing exposure and more importantly, without the need to saturate viewer with ads.
ABOUT ORIGIN MEDIA
Origin is a pioneering media and advertising company whose first to market advertising solutions are reshaping how brands connect with consumers on Connected TV.
The original architects of Native CTV, Origin’s in-house animation studio produces engaging native content for advertisers that is designed to capture the attention of a room, immerse the audience in active dialogue and elevate the connection they feel towards a brand.
Origin Media was founded by media veterans Freddie Godfrey and Stephen Strong, whose careers have been shaped by a relentless commitment to disrupting the status quo. Learn more at www.originmedia.tv.