Working with Google and Clemenger BBDO Melbourne, Myer has today launched an online six second version of its Stocktake Sale.
Running exclusively on YouTube, the '6 Second Sale'
campaign features over 100 special deals with discounts greater than
those available in Myer stores or on Myer.com.au - the catch is that
customers will only have six seconds to click on a YouTube bumper ad or
miss the deal.
The campaign has been produced using Google's
proprietary tool Vogon to create the suite of dynamic ad units required.
Each ad features a different product with a market-leading offer and a
link to click through to a pre-populated shopping cart. Targeting will
ensure that no YouTube user sees the same ad twice, meaning if people
want to grab the deal, they need to act fast.
Says Ross Jauncey, creative agency lead at Google: "This is 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."
Says Mark Cripsey, chief digital and data officer at Myer: "The '6 Second Sale' is a new way for us to
connect with our omni-channel customers during Stocktake Sale. 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. This is a great example of the innovation agenda we are
currently driving at Myer."
Says Chris James, ECD digital at Clemenger
BBDO Melbourne: "Using interactive channels to deliver new sales
opportunities is at the core of the brief that Myer has tasked our
Clemenger and LogicalMagic teams with. The '6 Second Sale' and our
recent 'Catwalk to Cart' initiative are great examples of this and it's
exciting to work with a client like Myer who has such an appetite for
digital test and learn."
All offers featured on the '6 Second
Sale' are at least five percent better than the available Stocktake Sale
discounts. In addition, three lucky customers will have the chance to
buy a Canon SLR camera, a Go Pro, and a Samsung Galaxy Tablet at 60% off
the recommended retail price.