What do we really know about our rights online?
Our Challenge
Back in 2017 (before GDPR), the conversation around our personal data was gaining pace.
- How do we educate individuals on their rights with regard to electronic direct marketing?
- How do we remind data controllers of their responsibilities? (and compel them to take it seriously).
- And tell people clearly what they can do to take back control of their data (and lighten their inbox’s)?
Expertise Applied
Our Solution
For most people this topic is dry – Gobi desert dry – but we’re also driven to distraction by spammy emails and unwanted texts. So we made it simple, told a story of easy actions and multiple benefits, with a bit of humour.
Friday created a 60 second animated video piece that captured attention, engaged and informed our audience, then gave them a link where they could get detailed, targeted information pieces. The messages were aimed at consumers but any business watching would be in no doubt about their responsibilities. And the types of penalties that they maybe subject to.
The video was crafted, from messaging to structure, style and tone to optimise the impact and budget. We promoted it online with multiple tactics and platforms, ultimately delivering outstanding results.
View the video below and judge for yourself.
Results
Impressions
1,354,737
Total Views
325,043
View to Impression ratio
24% (This is the % of users who watch the video for longer than 5 seconds)
View time
49 second Average View time (of 55 second video running length). Far above average.
Awards
Award for Best use of Video at the 2017 IIA Net Visionary Awards.
"We are simply delighted with the campaign. The work is some of the best creative content we have seen across data protection worldwide, and the results have far exceeded expectations"
