Most of Youtube’s videos have advertisements, and you can usually skip them after 5 seconds of watching. For me I always skip them asap. Two weeks ago, while I was browsing on Youtube, I saw this A&W advertisement. As usual, I was going to skip the advertisement, but right before I click “skip”, I changed my mind and watched the whole Ad.
So what makes A&W advertisement so effective that made me watch the till the end? The advertisement begins with an A&W manager saying, “Some people might skip this Ad and never find out that the chubby chicken burger is only $3 at A&W.” While he was saying this, my mouse was waiting for the “skip” bottom to appear. When I heard “some people might skip this Ad”, it caught my attention and made me hesitate because I was going to skip this Ad. Therefore, I continued to watch the whole Ad, and find it funny and interesting. Later that night, I bought a $3 Chubby Chicken Burger to see what it taste like. A&W’s commercial is the only commercial that made me took an action. A&W won this time!
The key difference between A&W’s advertisement and other advertisement on YouTube is that A&W foresees audiences’ action. It knows that the audience will be skipping the Ad, therefore, it mentioned “Some people might skip this Ad and never find out…” This creates a two way engagement between A&W and the audiences subconsciously:
Audience – I am going to skip this Ad.
A&W – Skip this Ad and never find out…
Audience – Find out what?
A&W – Chubby Chicken Burger is only $3
As you see, A&W is making an conversation with its audiences by talking about what audiences are doing at the immediate moment, which is skipping the Ad. This is what makes this ad unique and effective when compared with other advertisements, where they simply try to persuade you to purchase their product/service, and hoping that you are interested. These advertisement hardly grasp customer’s attention from the beginning because there are no two way engagement. Even if there is an engagement, its not about what audiences are doing at the immediate moment, like skipping the Ad.
P.S. You should really try the Chubby Chicken Burger. It is delicious, and it only costs $3 🙂