VMLY&R Sydney has launched a new campaign for YouTube that showcases the stories of three incredible Aussies – Charles Lomu, Macinley Butson and Eddie Woo – who have had a profound impact on their communities, by using YouTube as an educational platform to learn and teach.
Says Mark Wheeler, head of YouTube marketing for Australia and New Zealand: “More and more Aussies are coming to YouTube to learn with educational videos generating hundreds of millions of views. I am always inspired by hearing people’s personal stories about what they have learned on YouTube and then gone on to achieve. In the words of Eddie Woo, “YouTube is democratising education”. We wanted to tell some of these stories to share with Aussies that information is simply a ‘how to’ search away.”
To tell the remarkable stories of Charles, Macinley and Eddie, YouTube turned to VMLY&R and Versus Media. The campaign is comprised of three long form online videos. The stories were built using YouTube’s ‘Unskippable Advertising’ principles, designed over countless advertising experiments to educate story makers and advertisers on how to grab and hold people’s attention in an age where attention is an endangered resource.
Says Aden Hepburn, joint-CEO, VMLY&R: “Six-second content is the new normal and there is certainly a war for attention, however audiences still crave long-form content. Winning your audience’s’ attention from the get-go and maintaining it throughout, with a heart-beat story arc, is the key to making engaging content in today’s content saturated marketplace.
Read more about Charles’, Macinley’s and Eddie’s stories on the Google Australia blog.
Mark Wheeler – Head of YouTube & Large Customer Ads Marketing AUNZ, Google
Laura Pope – Product Marketing Manager, Google
Michael Stocks – Product Marketing Manager, Google
Josh Peacock – Business Lead VMLY&R Sydney
Louise McQuat – Associate Creative Director VMLY&R Sydney
Jack Emery – Associate Creative Director VMLY&R Sydney
Alice Green – Associate Strategy Director VMLY&R Sydney
Matt Barber – Senior Producer VMLY&R Sydney
Production & Post Production Company – Versus Media
Director – Versus Media
VMLY&R is part of WPP AUNZ, Australasia’s leading creative transformation company.