Myer launches six second sale on YouTube
Myer has launched a six second online version of its stocktake sale in a collaboration with Google and Clemenger BBDO Melbourne, the same agency behind the department store’s recent ‘Catwalk to Cart’ initiative.
Running exclusively on YouTube, the ‘6 Second Sale’ campaign features over 100 special deals with discounts at least 5 per cent greater than those available in Myer stores or on Myer.com.au.
Each ad features a different product and a link to click through to a pre-populated shopping cart. The catch is that customers only have six seconds to click on a YouTube bumper ad or they miss the deal.
No YouTube user sees the same ad twice, meaning if people want to grab the deal, they need to act fast.
Ross Jauncey, creative agency lead at Google said this represents an innovative use of YouTube’s six second bumper format.
“Turning the six second bumper into a ‘FOMO-driven’ direct sales device is a clever use of the format and it’s been great to work with Myer and Clemenger BBDO Melbourne to make it happen.”
The campaign was produced using Google’s proprietary tool Vogon to create the suite of dynamic ad units required.
Vijay Solanki, CEO of the Interactive Advertising Bureau in Australia, agreed that retailers are under pressure to achieve cut-through on digital platforms.
“Every week, you see some new ad format that gets better cut through because it’s new and different. It’s a combination of using old-school marketing principles – quality of insight, idea and creative – and digital technology,” he told Internet Retailing.
Commenting on the ad’s ability to connect with omnichannel customers and deliver on the company’s innovation agenda, Myer’s chief digital and data officer, Mark Cripsey, said:
“The partnership enables us to harness existing digital media to drive interest in the sale and give customers the best possible offers – so everyone wins.”