Medibank: The Skipping Girl
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Medibank, a health insurer, promotes better health through exercise. They needed to target young people with this message, so YouTube was the perfect environment – but 94% of people skip ads there. We saw a link between skipping, an exercise behaviour connected to Medibank’s philosophy of better health, and skipping ads, a behaviour popular on YouTube. And created the first pre-roll ad that actually played more, the more it was “skipped.”
Advertising Agency: WhybinTBWA Group Melbourne, Australia
Executive Creative Director: Paul Reardon
Art Directors: Scott Canning, Nicholas Sellers
Copywriter: Tim Woolford
Senior Account Director: Matt Chiodo
Account Manager: Courtney Bramwell
Head of Broadcast and Content Production: Margot Ger
TV Producer: Pip Heming
Head of Digital Production: Dave Keating
Digital Designer: Ben Hall
Director: Brian Patto
Edit House: Method
Editor: Elodie Fouqueau
Sound Studio: Big Studio
Sound Design: Leo Guardo
Published: May 2015
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