The main message is delivered in the first five seconds, and then Capitec chose to do something surprising. Those that keep watching are egged on to skip the ad, and somewhat counter-intuitively, the more they’re egged on to skip the more rewarding it is to keep watching.
“What we try to communicate with this concept is the value in using our mobile banking app. It is easier for our clients and more efficient for the bank, saving time and money and giving clients the convenience to bank remotely 24/7.” says Francois Viviers, executive marketing and communications at Capitec Bank.
There are three ads, each with a different persona. In each one, the cameras keep rolling after the five second mark, and the presenter points to the ‘skip’ button and suggests viewers click it. Engaging curious minds and rebels refusing to do what they’re told, there are rich rewards for those who stay glued.
Hilarity ensues and it’s the presenters’ fun, personable one-on-one engagement that makes this cheeky in-house production the perfect antidote to ad annoyance. Watch it and see if you want to press ‘skip.’
You can watch the ads here:
Skippable ad 1 - Best Way to Bank - Capitec Bank;
Skippable ad 2 - Best Way to Bank - Capitec Bank; and
Skippable ad 3 - Best Way to Bank - Capitec Bank.
For more information, visit
www.capitecbank.co.za. Alternatively, connect with them on
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