Medibank: Skipping Girl

Medibank, a health insurer, promotes better health through exercise. They wanted young people to take out Private Health Insurance before the end of financial year, when premiums increase for those without cover.YouTube was the perfect environment to target our young audience, but 94% of people skip ads there, so how could Whybin TBWA Melbourne communicate Medibank’s message about better health? We saw a link between skipping, an exercise behaviour connected to Medibank’s philosophy of better health, and skipping ads, a behaviour popular on YouTube. And created the first pre-roll ad that actually played more, the more it was “skipped.”