Yoox is running an innovative marketing campaign on YouTube for the holiday season, which sees pre-roll ads featuring exclusive yet disappearing products.
Created in partnership with Google and Stink Studios, the 15-second ads showcase “The World’s Most Exclusive Collection” through shoppable fashion items that are only available for the timeframe of the video. Once the spot is over, the customer viewing won’t be able to watch it again nor will they be able to find the piece in question on the Yoox site.
The products featured are referred to as the “endangered protagonists” of the short movies, with shoppers given the chance to “save” them by buying them. If the occasion is lost, the item will be destroyed by a series of surreal animated 3D mechanisms, and the next person gets the opportunity instead.
The aim is to not only play with the pre-roll format, but with the concept of luxury desirability and urgency to buy in an on-brand, whimsical and pop animated way, reads the write-up.
“The aesthetics and the concept of the animations reminds that of childhood cartoons, in which the narration is deployed very rapidly and the climax immediately reached. However, behind the simplicity of the video is an innovative technology which we have explored together with Google, which allowed us to obtain a truly captivating format”, said Filippo Vezzali, creative director at YOOX.
“This campaign is proving that it is possible to run a branding campaign with performance tools, thus integrating a full funnel strategy which appeals to both awareness and purchase intent. It is brandformance at its best,” added Simone Zucca, fashion and retail sector leader for Google Italy.
Technically, the ads have been developed by using RITA, Stink Studios’ proprietary real time video cloud rendering platform. Each item is seamlessly integrated into the animated video in real-time, as the viewer is watching, making each shoppable pre-roll ad completely unique.
The ads are running in the US, Italy, Japan and South Korea until mid December and across cyber weekend.