DB Export’s ‘I’m Drinking It For You’ via Colenso BBDO ranks #1 in NZ’s YouTube Ads Leaderboard
DB Export’s ‘I’m Drinking It For You’ ad via Colenso BBDO has ranked #1 in YouTube Ads Leaderboard, showcasing the most creative and engaging ads in New Zealand.
The YouTube Ads Leaderboard was determined by an algorithm that factored in organic and paid views, watch time, and audience retention (how much of a video people watched) for the period 1 January 2019 to 31 December 2019.
Check the 2019 Year-End YouTube Ads Leaderboard below:
1. I’m Drinking it For You
Company: DB Export Beer
Creative Agency: Colenso BBDO
2. Lotto Powerball ‘Imagine’ – Lost
Company: Lotto New Zealand
Creative Agency: DDB
3. Air All Blacks #AirNZSafetyVideo
Company: Air New Zealand
Creative Agency: Vision Thing
4. Live a little freer / AA Insurance
Company: AA Insurance NZ
Creative Agency: DDB
5. Quit for your pets
Company: Quitline New Zealand
Creative Agency: YoungShand
6. What Ella Wants
Company: Bank of New Zealand
Creative Agency: Colenso BBDO
7. Wind – Water – Sun
Company: Meridian Energy
Creative Agency: BC&F Dentsu
8. Genesis / Everything is Energy
Company: Genesis
Creative Agency: Shine
9. Introducing Cocka Tumeke. Sharpen up on your te reo Māori.
Company: Reo Māori
Creative Agency: Augusto
10. New Zealand ShakeOut 2019 – Sign up now
Company: NZGetReady
Fiona Walford, head of creative development, Google Australia and New Zealand said the YouTube Ads Leaderboard highlighted some key trends:
– The traditional narrative arc is being transformed. Creatives and advertisers are moving beyond the traditional ‘lead in, build a climax and big reveal’ story arc – with viewers engaged quickly with a barrage of intrigue and colour rather than long establishing shots. Engage viewers quickly with a barrage of intrigue and colour rather than long establishing shots. AA Insurance did this well with their “Live a little Freer” ad – kicking off with a T-Rex in a shower and followed with a fight against a Unicorn in the lounge! DB Export Beer intrigued viewers by producing an entire music video and in turn created a huge sense of fun throughout the 3 min 47 secs ad.
– Ads were highly customised based on the audience. Viewers have different tastes and that creates opportunities for marketers. Consider going beyond one creative for all audiences to experimenting with different executions based on targeting signals. Tuning creative for audiences can range from gender cuts to interests such as affinities. Changing the name of Air New Zealand to Air All Blacks was a clever way to commence the Safety Video, and draw more attention to an inherently Kiwi love and passion. Air New Zealand are well known for their safety videos being something out of the ordinary, and this is a fantastic iteration – and 4 mins long no less!
– Evolve your strategy, as attention evolves around you. The world of attention will always be changing – there has never been a better time for marketers to explore curiosity in creative advertising. The Bank of NZ “What Ella Wants” ad did an interesting job here – taking a story of a dad and daughter, being frugal through life and then a lovely surprise at the end.