We were tasked with coming up with a campaign alongside OgilvyPR to make the global mascot for Halls, the bear - which we dubbed 'Artic Joe' - more relatable.
We created a series of YouTube pre-rolls targeted at specific video search behaviours in South Africa. Pre-rolls relevant to the content that was being searched for would be served, whether it was for music, cats, or even parkour. Despited being trained to hit the "skip" button quicker than you'd hit 'like' on your insta-faves new honeymoon photos, audience were intrigued by our topical talking bear. Our brand campaign had a far higher engagement rate than the industry standard, with viewers, on average, watching almost the entirety of our 20' ads.
We launched a longer online content piece to get locals familiar with our new bear and brand position, helping Halls claim a large chunk of the online conversation during the campaign period.
We created a series of YouTube pre-rolls targeted at specific video search behaviours in South Africa. Pre-rolls relevant to the content that was being searched for would be served, whether it was for music, cats, or even parkour. Despited being trained to hit the "skip" button quicker than you'd hit 'like' on your insta-faves new honeymoon photos, audience were intrigued by our topical talking bear. Our brand campaign had a far higher engagement rate than the industry standard, with viewers, on average, watching almost the entirety of our 20' ads.
We launched a longer online content piece to get locals familiar with our new bear and brand position, helping Halls claim a large chunk of the online conversation during the campaign period.
